mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Showing posts with label tag line. Show all posts
Showing posts with label tag line. Show all posts
Monday, September 15, 2008
Tuesday, September 9, 2008
smart buddy's "me na me" is who na who?
the philippines is the mobile phone texting capital in the world, sending an average of 600 million texts a day. that is impressive not only because of the sheer number of the texts, but consider that the 
philippine population is only at 80 million. at 600 million a day, it means on average, including babies who were just born, filipinos sent 7.5 texts to each other.
the country reached that phenomenon through the brilliant marketing effort of the telcos in the country, the top two, smart and globe. smart is the dominant leader and could largely be credited for making what the mobile industry is in the country now. they pioneered best value texting, costing only P1.00 per text (US$0.02).
at that price, sending text easily became very pervasive so much so that a new form of written, err, texting language evolved, to the horror of the country's english and filipino professors. from the written, that has jumped into the spoken language as well.
one of that is this smart telco ad campaign where they use the tagline "me na me" ("it's very much me"). the english word "me" is being substituted to the pilipino word "ako" (same meaning as the english "me"). you say "tulog na me" ("i will already sleep") rather than "tulog na ako". it's youth-speak, the slang that teen-agers and young people use. it's not yet as pervasive in the spoken language, but it is used often in text speak or when you send text.
smart is the dominant leader among the mobile phone service brands. their consumer base is truly across the board and among the competing telcos, probably is the closest to the general profile of the philippine population where a large portion belongs to the lower socio-eco class.
being the dominant leader and having a consumer base with a large mass base, smart can rightfully use and own a tagline like "me na me" ("it's very much me"). smart is the cellphone of the masses, and that is a compliment to their marketing savvy.
the only problem is the commercial that they aired uses that tagline.
the ad uses 4 of the country's hottest celebrities - piolo pascual, the present matinee idol and heartthrob; angel locsin, one of the most beautiful and most popular actress and also a heartthrob; and gerald alcantara and kim chiu the new and up and coming superstars on the footsteps of piolo and angel. aside from being extremely famous and top on the list, they are also extremely rich.
and that is where the disconnect begins. the target market is the broad based consumers, the masa. the tagline, "me na me", is being expressed in the actual language they use in their texting lives. that means that will pull in empathy and will ring very true among their target market.
while these very popular and very rich celebrities in the ads are their idols, these celebrities are not who the target audience are. they idolize them, they can even aspire and dream to be like them, but they cannot truthfully say these celebrities are "me na me". they know the lifestyles these celebrities have is not their lifestyle. they know they live in two very different worlds. aspiration and reality are two very different things and one of the two often times do not become a reality.
it might look cute, but come on, piolo pascual will not use a pre-paid card for his cellphone service as it is depicted in the tv ad. he has a post paid subscription where he probably pays on a monthly basis the amount equivalent to two to three month's salary of an average wage earner in the country.
Text messages soar in June–NTC
By Darwin G. Amojelar, Reporter
philippine population is only at 80 million. at 600 million a day, it means on average, including babies who were just born, filipinos sent 7.5 texts to each other.the country reached that phenomenon through the brilliant marketing effort of the telcos in the country, the top two, smart and globe. smart is the dominant leader and could largely be credited for making what the mobile industry is in the country now. they pioneered best value texting, costing only P1.00 per text (US$0.02).
at that price, sending text easily became very pervasive so much so that a new form of written, err, texting language evolved, to the horror of the country's english and filipino professors. from the written, that has jumped into the spoken language as well.
one of that is this smart telco ad campaign where they use the tagline "me na me" ("it's very much me"). the english word "me" is being substituted to the pilipino word "ako" (same meaning as the english "me"). you say "tulog na me" ("i will already sleep") rather than "tulog na ako". it's youth-speak, the slang that teen-agers and young people use. it's not yet as pervasive in the spoken language, but it is used often in text speak or when you send text.
smart is the dominant leader among the mobile phone service brands. their consumer base is truly across the board and among the competing telcos, probably is the closest to the general profile of the philippine population where a large portion belongs to the lower socio-eco class.
being the dominant leader and having a consumer base with a large mass base, smart can rightfully use and own a tagline like "me na me" ("it's very much me"). smart is the cellphone of the masses, and that is a compliment to their marketing savvy.
the only problem is the commercial that they aired uses that tagline.
the ad uses 4 of the country's hottest celebrities - piolo pascual, the present matinee idol and heartthrob; angel locsin, one of the most beautiful and most popular actress and also a heartthrob; and gerald alcantara and kim chiu the new and up and coming superstars on the footsteps of piolo and angel. aside from being extremely famous and top on the list, they are also extremely rich.
and that is where the disconnect begins. the target market is the broad based consumers, the masa. the tagline, "me na me", is being expressed in the actual language they use in their texting lives. that means that will pull in empathy and will ring very true among their target market.
while these very popular and very rich celebrities in the ads are their idols, these celebrities are not who the target audience are. they idolize them, they can even aspire and dream to be like them, but they cannot truthfully say these celebrities are "me na me". they know the lifestyles these celebrities have is not their lifestyle. they know they live in two very different worlds. aspiration and reality are two very different things and one of the two often times do not become a reality.
it might look cute, but come on, piolo pascual will not use a pre-paid card for his cellphone service as it is depicted in the tv ad. he has a post paid subscription where he probably pays on a monthly basis the amount equivalent to two to three month's salary of an average wage earner in the country.
the use of not 1 but actually 4 celebrities is one heck of a thrill when the ads were conceptualized and developed. the crafting of the line "me na me" could have been really exciting. but merging the two into one ad without even trying to bridge the inherent problems each one had puts into play believability issues and makes this ad campaign a WAWAM!
-------
Text messages soar in June–NTC
By Darwin G. Amojelar, Reporter
DESPITE soaring consumer prices, the average number of text messages sent per day rose by a fifth as of June, the National Telecommunications Commission said Friday.
Edgardo Cabarios, NTC director for common carrier and authorization, said the agency estimated about 600 million texts per day as of June this year, higher by 20 percent than the average of 500 million texts per day in 2006.
Edgardo Cabarios, NTC director for common carrier and authorization, said the agency estimated about 600 million texts per day as of June this year, higher by 20 percent than the average of 500 million texts per day in 2006.
“The system is processing 600 million texts a day,” Cabarios told reporters and calculated that a subscriber sent 10 texts per day from only seven texts two to three years ago.
article parsed, read in full here : http://www.manilatimes.net/national/2008/aug/30/yehey/business/20080830bus6.html
Tuesday, April 15, 2008
whisper sanitary pad : "have a happy period"!
saw the ad of this sanitary pad product that uses the tag line "have a happy period" - it's WHISPER SANITARY PAD!, a p&g brand. i am shocked! p&g brands almost always have good advertising. not only that, they are known to do very extensive consumer research before they air any advertising, almost every step of the way. so this is shocking for me to find a p&g brand that has a tag line that consumers will find weird, to say the least.
see previous post here : http://the-wawam-file.blogspot.com/2008/04/have-happy-menstruation-you-nuts.html
see previous post here : http://the-wawam-file.blogspot.com/2008/04/have-happy-menstruation-you-nuts.html
Monday, April 14, 2008
veterans bank's radio ad
i'm impressed with the media weights of this radio ad - they have such high weights or this ad is stalking me as i hear the ad quite often.
it's good that even a small bank like veteran's bank has ad adveritising campaign. that's the way to fight the big banks. although the media weights of this ad while looks pretty good on its own, it is of course nothing compared to the big banks spending. but it's a good beginning.
what's not good about this ad is the commercial itself. all it talks about is that the bank serves the country's military veterans and then goes on to talk about how it wants to serve every filipino as it believes "every filipino is a hero". that's the tag line.
i completely do not get this ad. what is the objective of the ad? given the copy, most of it is geared towards building brand awareness on the bank. ok, i'm on that. building brand awareness is a legitimate advertising and marketing objective.
then it goes into a pitch to get new clients and this is the part where i think it fails miserably. it wanted to do that to use an emotional appeal on nationalism or pride as a filipino by saying every filipino is a hero. really? that pitch sounds good on paper, but i don't think it's at all meaningful to the general banking public. honestly, would you open a bank account with a bank on the basis of it making you feel good about being a hero?
it sounds poetic and all but i don't think that's in the top 100 attributes people look for in a bank. not even top 500 attributes. thoughts and ideas that sound good don't necessarily mean it will sell and certainly does not give it any license to be included in ads.
i did say building brand awareness is a legitimate advertising objective, but if that's it all does, then that ad is a WAWAM!. brand awareness is good but the true reason for being for ads is to get consumers to take action, the action of buying your product or service. we don't want consumers to just know your brand, we want consumers to buy your brand or service.
i think what this advertising forgot is this --- it's supposed to sell a product and the product they are selling is so weak, it does not have anything worth asking consumers to buy into. niche marketing is another valid marketing positioning, but i don't think "bank for heroes" counts for niche marketing.
and that is what veterans bank should be doing - retool their bank, reposition it and take on a niche marketing strategy. and this niche marketing strategy should not just be based on an advertising or emotional niche (bank for heroes) but offering bank products that offer niche benefits.
all is not lost. the ad would have generated pride and loyalty among its current user base. but that's all it has done. while the ad may have prevented current clients to close their accounts, i doubt if this ad was able to get new clients.
the only party happy about this ad is the ad agency of veterans bank because they are earning revenues. but that doesn't change things, it's a WAWAM!
(ps: i get the feeling this is another sideline ad. but i could be wrong. anyone know who the ad agency is?)
it's good that even a small bank like veteran's bank has ad adveritising campaign. that's the way to fight the big banks. although the media weights of this ad while looks pretty good on its own, it is of course nothing compared to the big banks spending. but it's a good beginning.
what's not good about this ad is the commercial itself. all it talks about is that the bank serves the country's military veterans and then goes on to talk about how it wants to serve every filipino as it believes "every filipino is a hero". that's the tag line.
i completely do not get this ad. what is the objective of the ad? given the copy, most of it is geared towards building brand awareness on the bank. ok, i'm on that. building brand awareness is a legitimate advertising and marketing objective.
then it goes into a pitch to get new clients and this is the part where i think it fails miserably. it wanted to do that to use an emotional appeal on nationalism or pride as a filipino by saying every filipino is a hero. really? that pitch sounds good on paper, but i don't think it's at all meaningful to the general banking public. honestly, would you open a bank account with a bank on the basis of it making you feel good about being a hero?
it sounds poetic and all but i don't think that's in the top 100 attributes people look for in a bank. not even top 500 attributes. thoughts and ideas that sound good don't necessarily mean it will sell and certainly does not give it any license to be included in ads.
i did say building brand awareness is a legitimate advertising objective, but if that's it all does, then that ad is a WAWAM!. brand awareness is good but the true reason for being for ads is to get consumers to take action, the action of buying your product or service. we don't want consumers to just know your brand, we want consumers to buy your brand or service.
i think what this advertising forgot is this --- it's supposed to sell a product and the product they are selling is so weak, it does not have anything worth asking consumers to buy into. niche marketing is another valid marketing positioning, but i don't think "bank for heroes" counts for niche marketing.
and that is what veterans bank should be doing - retool their bank, reposition it and take on a niche marketing strategy. and this niche marketing strategy should not just be based on an advertising or emotional niche (bank for heroes) but offering bank products that offer niche benefits.
all is not lost. the ad would have generated pride and loyalty among its current user base. but that's all it has done. while the ad may have prevented current clients to close their accounts, i doubt if this ad was able to get new clients.
the only party happy about this ad is the ad agency of veterans bank because they are earning revenues. but that doesn't change things, it's a WAWAM!
(ps: i get the feeling this is another sideline ad. but i could be wrong. anyone know who the ad agency is?)
Thursday, April 10, 2008
"have a happy menstruation" - you nuts?
i don't remember the brand and have not seen the ad again, but there's this tv ad for a sanitray napkin that had a tag line that said something like "have a happy period".
what the hell is that? "happy" is a word or a feeling that a woman would ever associate with having menstruation. it's not only an over-promise, it's probably something very insulting and idiotic to women.
what brand is this?
what the hell is that? "happy" is a word or a feeling that a woman would ever associate with having menstruation. it's not only an over-promise, it's probably something very insulting and idiotic to women.
what brand is this?
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