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Just for fun, the Kaleidoscope team will provide individual impressions of a current marketing campaign. We will use the following rating to assess the work. Please let us know if there is a specific campaign you would like us to rate.
The Good – something to be proud of – we couldn’t have done it better!
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively rancid! |
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Campaign:
Rogers TV Commercial, World Cup 2006
Venue:
National Television
Date:
Current |
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Yvette’s Critique:
Rating: Bad
Come on, so these young people are traveling
Europe during the World Cup and they’re
watching the highlights and games on their
cell phones? What are their bills going to
be like when they get home to reality on
North American turf? Sure people can now
watch television on their phones, download
music and other things but really, the World
Cup? I find that hard to believe…these
people are running around Europe checking
out historical sites, meeting new people,
watching a trumpet band play hip hop beats,
and all the while documenting this on their
cell phones? What exactly does this have to
do with soccer, or rather footie, anyway?
It doesn’t help that this ad is aired twice
during every commercial break either…a
little annoying…and in the end, what is more
important…your MP3 phone or watching the
World Cup at a cozy bar with close friends
while enjoying a German beer? GO
FRANCE!!!!!!
In any case, the idea of a road trip for the
World Cup was a clever idea, but the
strategic thinking and creative could have
made a little more sense and had a little
more insight into connecting what was being
advertised and one of the world’s greatest
sports events. |
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Kate’s Critique:
Rating: Good
I think this commercial is representative of
what students and young adults are
experiencing – tapping into current events
such as the World Cup. The cell phone,
promoted here, is the ubiquitous
communication device, highlighting the
freedom to be connected wherever you are –
hanging out with the hip hop oommpa band or
experiencing history. With the advent of
camera phones, video phones, and the
downloading of music and shows, the idea of
attracting people and bringing them closer
together is a feel-good and realistic
campaign, especially during the World Cup
where sticking together and unity are most
important! (Too bad that they didn’t plan a
bit better and purchase the tickets ahead of
time so they could actually attend the
game!)
The documentary-style footage creates a more
personal and comfortable atmosphere for the
commercial – capturing the feeling of a home
movie and communicating that being a part of
the World Cup is something worth
celebrating! This makes it a great promotion
for both Rogers and the World Cup for the
target audience…their marketing strategy was
right on the money. What do you think most
young adults going to World Cup are doing –
going to have a good time with friends and
watch some soccer! And, just because I’m
British, I have to say…GO ENGLAND!?!?!?!?! |
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