i got a surprising knock at my house from LBC – they delivered an odd sized package to me. quickly, i made a mental audit – am i expecting a package or document from anyone? the quick answer was – none. bells in my mind rang! oh, is this a surprise from someone?
i opened the pack and i found a mailer from Ford on their new car, the Focus. i checked the envelope and yes it was addressed to me and it had my address. i wondered if it was sent to “occupant” or if it was sent to my house by mistake. no such mistake.
i was impressed with the direct mailing effort of Ford!
it was impressive as this was the first direct mail i got through LBC and this was addressed specifically to me. sending direct mail through LBC is a very expensive proposition. LBC cost alone is a killer of advertising budgets.
the other thing that is equally impressive was that it was specifically for me. i was surprised they got my name and address. coming from marketing and advertising myself, i have for many years not given out my name, address and even cell phone number to almost anyone or any organization that i thought can turn my personal information into data in a direct mail effort.
the most i do is sign my name when asked by any organization, including the schools of my children, retail outlets, stores or any other organization. when an address is required, all i put is the city name, not the complete address. for telephone or cell phone numbers, i would usually put some random number and very far from my real cell phone number.
this ford focus mailer was very targeted, having the ability to reach potential buyers. a targeted direct mail effort is very difficult for many direct mail agencies to pull off. this means this direct mail agency has a very good data base.
although i was impressed with the direct mail effort, i was not at all impressed with the mailer material they sent out.
the main weakness of the mailer is that it is just a re-layout of their print ads and a restating of the key elements of their TV ad. not saying the mailer should have a different advertising strategy and ad components from the TV and print ad, as they should have the same but they should have changed the execution and implementation of the elements.
the mailer does not look like a mailer, it looks like a print ad but printed in glossy paper and folded. except for the letter that came with it, the mailer had nothing in it from a design and content standpoint that will get the recipient to take action or even just enjoy the mailer.
aside from coming up with a new design appropriate for a mailer, it should have some elements that exploit the mailer format medium. it could have been more interactive or leading where the recipient will want to read, interact with or manipulate the mailer because it is interesting or creative.
the Focus has a few features that are unique in the market and potentially very attractive to potential car buyers. while these were mentioned in the mailer, it was not exploited in a way that is creative and compelling.
the mailer as an advertising medium is self contained and has the target audience practically as captive, designing the mailer to exploit the great features of the car and the characteristics of the medium would have served Ford very well.
another key weakness of this mailer is that it does not include some kind of an incentive for the recipient to take action – for the recipient to go to the Ford showroom and look at the car or as the letter suggests to test drive the car.
the end objective of this mailer is not just to generate awareness on the features of the car, it is to get the target audience to go to the showroom to look and test drive the car. the weak design of the mailer fails in achieving this key objective.
the mailer may succeed in informing the target audience of the features of the car but it may be failing in getting them to take action.
lacking this incentive and the weakness of the design and concept makes this mailer a WAWAM! What A Waste Of Advertising Money!
we will be going to a Ford showroom to complete the experience and effort of this mailer. will post a write-up here.
~~~ mindscape landmark ~~~
competitive advertising is one of the most effective advertising concept and format. competitive advertising takes many forms, one is calling out the weakness of your competitor to set up your brand as the superior brand to the inferiority of your competitor. it is one of the most effective as consumers will always go for the superior brand.
not only that, users of your competitive brand, the inferior brand will be encouraged to switch to your brand. that is the main reason why smart telco has launched a new advertising campaign.
globe, it’s only other competitor has been experiencing network problems for many months now.
globe service has been very unreliable with frequent downtime, inconsistent signal strength, fluctuating signal strength from zero to 2 bars, 30 minute to several hours of receiving and sending text and inability of subscribers to make calls. this has been happening to globe for several months now. this happens area to area but the other weekend the globe system apparently failed metro manila wide.
smart very smartly exploited the inferiority of service that globe has been showing by launching an national ad campaign calling out globe’s network failures. the advertising objective is to get globe subscribers to switch to smart and to prevent new subscribers from going to globe.
this move of smart is very unusual from an advertising strategy standpoint. ads like what smart ran are usually aired by new brands just launching into the market, not by a brand that has been in the market for almost as long as globe is. newly introduced brands use this type of advertising to get loyal consumers of competitive brands already in the market to switch to the new entrant.
globe has been having network problems as a result of a mismanagement of their switch over to a new hardware and system from chinese supplier Huawei which was supposed to upgrade their service – faster service and bigger handling capacity. the change over is so bad that it is wrecking havoc to globe service. (read link, above)
smart obviously knew this as you don’t normally run ad campaigns that feature competitive weaknesses that can easily be solved and quickly. doing that will waste advertising money. smart must have known that the network problems of globe will be going on for a long time that they can actually air an ad campaign on it. smart’s competitive ad campaign has bite only if globe continues to have an inferior product.
this cellphone service war can very well be named as – how your own upgrade can kill yourself.
carlo p arvisu
we join the multitude of netizens condemning the bayo ad as anti-filipino. we join them as a filipino and as a marketing/advertising practitioner.
from the advertising and marketing standpoints, it is very unfortunate since bayo is one of the country’s local fashion shops who is doing well in the market with many outlets in almost all the major shopping malls in the country. there is nothing worst that any one brand can do in advertising than being anti-filipino for a filipino clothing line whose market are filipinos.
for us, there is no question on the meaning of this copy : “Call it biased, but the mixing and matching of different nationalists with Filipino blood is almost a sure formula for someone beautiful and world class.”
filipinos with mixed blood are “beautiful and world class” while unsaid, the implication is clear that those with pure filipino blood are less beautiful and not world class.
there is no mistaking the meaning of that line. the whole intent of the line is to put “mixing” as a better or even superior option to the “pure” kind. of course they refer primarily to clothing choices but the reference to mixed races is clear. the use of an australian-filipino celebrity as model for the ad makes that crystal clear as well.
how can a filipino advertising agency and a filipino clothing company make such awful statements?
before that, let’s first go to a lesson in advertising 101 courtesy of the bayo spokesperson quoted by rappler.com
“The words are badly put but the intention there was never to offend. Who would want to offend anybody?” said a Bayo representative who requested not to be named.
“At the end of the day, we’re all just trying to say that Bayo is all about mixing and matching things. That’s how we relate it to mixed races. It’s sad that something positive…na-twist nang konti,” she told Rappler. The representative, however, admitted that the ad “was really open to misunderstanding.“
in fact the bayo spokesperson need to learn more than one advertising 101 lessons:
- do not release ads with words that are “badly put”. ads are supposed to make people feel good about the product being advertised. words used in ads are supposed to put the brand always in a good light. being put in a good light is definitely a necessity before desirability and purchase action kicks in. words in ads are as important as the pictures in them.
- “what you see is what you get“- that is one of the first things you learn when you take an advertising job for the first time after college. the audience absorbs what you put out in the ad, both in visuals and copy (words or text). visuals and copy contain your message/s. what you write and show in your ad is what the audience gets, not intentions, even good intentions as the bayo spokesperson was trying to say in his/her attempt to make a lame excuse for the ad. intentions are always invisible to the audience. so making a point of it when asked by media about a failed ad shows a very poor understanding of the communication and advertising philosophy and its dynamics. rather than say this, the spokesperson whould have just apologized for the error. we think this bayo spokesperson has done slightly worst than the ad agency that did the ad for bayo.
- release ads only if you are 100% sure it will build business – never, ever release an ad that is “open to misunderstanding” , even the with the slightest chance of “misunderstanding”. clients advertise because it wants to generate business. generating business through advertising demands brand building which includes brand image that leads to brand desirability which in turn leads to brand purchase. the ideal is to have advertising that generates all those positive points, the next best thing is “target market neutral” where they are not affected by the ad and neither are they repulsed by it. the worst of course is when the target market is repulsed by your ad. we have done this many times in our career in advertising – we junk ads that have in them even a single element that has even a slight chance of being interpreted as negative. the fact that an ad element has the chance of being interpreted as negative is like putting a tiny grenade in your handbag. it may be a small grenade but if something happens in your handbag, it can still explode. small negative elements in ads can be made bigger as your consumers talk about it and others who may have missed it are now made aware of it.
we think the “mixed race’ campaign idea in the ad has been brought about by the heightened national attention given to other “mixed race” celebrities that we have been recently admiring like the azkals soccer team, Robin Lim the winner of the CNN Heores, miami heat coach erik spoelstra and most recently just weeks ago, american idol runner up jessica sanchez just to name a few. the phenomenon of the celebrities with filipino blood being admired by the country is really a recent development, having started something like just in the past 4 to 5 years ago. the bayo ad wanted to ride on this bandwagon.
that is fine except that they used the idea of “mixed race” in a very wrong way. they wanted to create the analogy of mixed clothing is as good as mixed race. the mistake was that they put the idea of “mixed” on the superior level calling it “beautiful and world class”. the inclusion of ”world class’ plays up to the point i raised about the azkals, spoelstra, lim and sanchez who are all seen as world class.
it is twisted logic at its best. it takes the proposition from the backdoor, rather than a straight up communication of the message. it is an ad that is too intelligent. it asks the audience to go through a complicated thinking process to appreciate the message. “intelligent ads” are very tricky and prone to misinterpretation. these types of ads are very easy for the audience not to get what it means and or as it is in this case, to be misunderstood by them.
the creative team who wrote this ad cannot deny it – they were writing advertising with the intent of positioning the brand on a superiority platform. a superiority positioning is ALWAYS what creative writers aim for when they write advertising. superiority more often than not sells brands. consumers will hardly deny a brand that they think is superior over others.
that by itself is benign. a superiority positioning is the best kind of advertising. the problem is they referenced that brand superiority positioning with race – filipino mixed with other races versus pure filipino. that we think is more than insulting.
whenever we look at an advertising campaign, we always look for two things – what it says about the brand and if there are things in the ads that can generate negatives. having a hundred positives in an ad is turned worthless with even just one negative. that is the nature of advertising.
whenever we look at advertising research, we always look at the negatives and consider them in the decision making. in fact there are even advertising research tools that purposely look for negatives in ads.
advertising that works are those that are simple and easy to understand. having complicated ads not only result to poor communication, it can bring negatives to the brand as is the case in this bayo ad.
bottom line, it is a WAWAM – What A Waste Of Advertising Money.
~~~ mindscape landmark ~~~
[VIRAL] Bayo’s ‘What’s your mix’ campaign earns ire of netizensBY RAPPLER.COM
MANILA, Philippines – Filipinos on social media are reacting to a recently-launched campaign by local clothing brand Bayo.
The campaign, which caries the tagline, “What’s your mix?” features Filipino models of mixed descent accompanied by text that “breaks down” their genealogy.
The campaign in itself has been mildly controversial on social media, but one particular ad is being branded by netizens as “racist” and offensive.
The ad features Fil-Aussie Jasmine Curtis-Smith, and is accompanied by copy explaining the “What’s your mix?” concept.
“This is just all about MIXING and MATCHING. Nationalities, moods, personalities and of course your fashion pieces,” the copy reads.
“Call it biased, but the mixing and matching of different nationalists with Filipino blood is almost a sure formula for someone beautiful and world class.”
The ad was never released on any of the brand’s social media accounts, a Bayo representative told Rappler; it was uploaded on their official website to explain the rationale behind the campaign.
One user, however, supposedly took a screen shot of the ad — that’s when it went viral.
Users on the thread cried foul over the ad’s implication that Filipinos of mixed descent are superior to others, while others said that reactions to the ad were exaggerated, adding that they didn’t see anything offensive in it.
“The words are badly put but the intention there was never to offend. Who would want to offend anybody?” said a Bayo representative who requested not to be named.
“At the end of the day, we’re all just trying to say that Bayo is all about mixing and matching things. That’s how we relate it to mixed races. It’s sad that something positive…na-twist nang konti,” she told Rappler. The representative, however, admitted that the ad “was really open to misunderstanding.”
marketing & advertising 101 : how to apply hard core mass consumer marketing & advertising to the intangible product “family planning”
we have started a series of articles on our experience on applying hard core mass consumer marketing & advertising to the intangible product called “family planning”
this will be a first of a series of articles that will explore how hard core mass consumer marketing and advertising have been successfully applied to a near intangible product called “family planning”. the product “family planning” is actually a mindset and a practice and something you cannot buy like a detergent bar for washing clothes that you can get in a supermarket or sari-sari store (neighborhood store),while family planning can eventually take the form of real and tangible products like condoms or pills which has real brand names and packages that can be bought in retail and drug stores, what the effort intended to do was to get the target audience to buy in or believe in “family planning” and for the same target audience to decide to use any one of family planning methods available.source : http://bit.ly/ycZ5QI
source of Poland’s logo: http://www.poland.travel/en
the similarity between the two logos are just too close to ignore.
- the fonts are identical – look at the letters “P” and “a”
- the letter “l” as a tree is exactly the same idea and a very close rendition
- both have waves at about the same location
- same use of bright colors
- brand character is identical
aside from having the same executional elements between the two logos, the design concept is exactly the same.
there is so much talk, mostly criticism of the new ad campaign for the country’s tourism brand, this will surely add fuel to the fire.
the line was supposed to be the work of Campaigns & Grey Advertising. is the logo also made by them?
it’s amazing how a graphics designer can copy something so closely for a brand that is within the same category – country tourism and country branding. countries are competitive brands, it is rare that one competitor copies the logo of another in almost exactly the same way. uniqueness is one of the most revered principles of advertising. almost a twin to that is originality. originality and uniqueness were obviously lost on the logo they did for the philippines.
branding is supposed to set one brand from the other. this logo goes the opposite way. how in the world did the ad or design agency think it is okay to present these logo designs to their clients?
the other part of country advertising is it is supposed to inspire pride among its citizens. this one does not do that. rather than pride the logo inspires embarrassment.
clearly, this is the ad or design agency’s fault. the agency either copied the logo intentionally or they did not do enough research before presenting the design to the client. unfortunately, it is the client, the DOT who is taking all the flak for their errors.
a product recall for a milk product for children is an absolute nightmare to happen. safety and quality are two product attributes all mothers expect that a milk product will deliver as most basic. they are a must have.
but the FDA had ordered mead johnson to recall two for their products for not meeting the fat content standard set by the FDA.
what makes the recall bad is that the statement of the FDA in it’s recall order has the following words in them:
“thus indisputably making the same non-compliant to the standard of inferior quality,” Tacandong said.
Continuous distribution of the milk products would present “gross deception” to consumers and may “present risk and injury to young children,” said the FDA order.
the FDA categorically says the recall need to be made to prevent “risk and injury” to young children. we are not sure how a milk product that does not meet fat content standards can “injure” young children, but those are the words being used by the FDA.
read more about this here:
getting a presidentiable to win an election is really no different from getting a mass consumer product to succeed in the market place. the success of a presidentiable is measured by the number of votes he/she gets, mass consumer products are measured by market share. how to get there, political campaigns and brand management teams for mass consumer products use the same principles, apply the same strategies, in many cases execute the same tools and analyze very similar data and research.
the election just like mass consumer marketing is all about two major components – the product and it’s advertising. in the case of political campaigns, the product is the presidentiable while it may be a shampoo or laundry product for a mass consumer product.
advertising is probably the most potent marketing tool for both. we have seen great tv ads for mass consumer products that were able to push the brands to market leadership. same way we have seen great tv ads launched by the presidentiables that pushed them to being at the top of the polls. this is clearly seen in the manny villar campaign where it is very clear that great advertising done since many months ago has pushed his poll ratings from nothing to now a statistical tie with the dominant front runner, noynoy aquino.
market research, specifically consumer research is very important to both political campaigns and mass consumer marketing. mass consumer marketing and political campaigns both seek to persuade the target market, voters for presidentiables and consumers for marketers to buy their “products”. understanding the consumers minds, attitudes and sentiments is most key for both.
polls that SWS and Pulse Asia conduct are very similar to what mass consumer marketers use – they also have market share data, the equivalent of polls. polls is very much like the product tracking research done by mass consumer products.
the aquino campaign we think have committed major blunders in its advertising campaign. they are so major that we think it will cost noynoy aquino to lose this election. are they reversible? yes, they are reversible but that very much depends on the aquino advertising team knowing what went wrong and more importantly what to do about it. and equally important, do they have the smarts and the energy to something about it.
this is not a joke. this is an actual picture of the side of a small delivery van with the name of the company painted on its side. i am sure the company owners know what the company name sounds like.
based on the name, what do you think do they sell? read about it, click here: “Hornitex” – what does it sell? for adults only?
aside from the actual fight, the things to watch out for in tomorrow’s fight are the tv ads of the presidentiables and other political candidates. for sure the politicians will be airing their ads heavily if not air new tv ads. i would be very surprised if the presidentiables do not launch new tv ads during the fight.
the pacquiao-cotto fight is probably the closest the country comes to The Super Bowl in the US where practically all homes in the US tune in on the Super Bowl with many having parties and the US ad industry going crazy in airing their best and brightest. the Super Bowl brings in the audience, the ratings are always sky-high which allows the Super Bowl to price their tv spot at an amazing $3 Million per 30 second spot.
(read more on Super Bowl Ads here: http://the-wawam-file.blogspot.com/search/label/super%20bowl).
at that extremely high cost, the US ad industry kills itself in coming up with their best ads. ads aired in the Super Bowl has become an event in itself where the audience have come to expect and anticipate great ads. talks the day after at water coolers among the audience are not only on the game itself but also the ads they saw in the super bowl.
(view ads aired in the Super Bowl here: http://the-wawam-file.blogspot.com/search/label/super%20bowl%20ads)
careers and marketing success are made at the super bowl for ad people and ad agencies. apple was one and coca cola is another.
it will not be exactly what will happen in the pacquiao-cotto fight but we can expect presidentiables to air new ads tomorrow. the fight will most likely get the highest rating this year and the history of advertising in the country. while 30 second ad costs are expected to be extremely high, we think, just like at the super bowl, it is very much worth it.
gilbert teodoro did it during the pacquiao-hatton fight where he aired his disaster preparedness tv ad and introduced himself for the first time to the voters. (read here: gilbert who? introduces himself in tv ad) teodoro’s ad was aired in every commercial break in that fight.
let us just hope that the quality of the ads the politicians will air tomorrow will be as good as the ones aired in the super bowl.
here is a thought:
loren legarda said she will announce her plans for 2010 on november 15. hmm…… we wonder if legarda will do it via a new tv ad to be aired tomorrow during the fight?
“goose bumps” moment – that is the best way to describe viewer reactions to new tv ad of noynoy aquino.
read more comments here:
- noynoy aquino’s “hindi ka nag-iisa” tv spot – historic ad for a historic presidentiable?
- viewer reactions to noynoy aquino’s new tv ad “hindi ka nag-iisa” – goose bumps moment
this is an enjoyable tv ad to watch. but ads are supposed to do more than just make us enjoy watching it. this ad fails in that part.
i forgot – this is a tv ad for pantene, a shampoo brand. yes, shampoo for the hair. but lets not get into that. its not that important.
the other part that this ad is asking us is what science fiction movies asks us to do and it is the only way we can appreciate this tv ad. we all know what science fiction movies are – they are make believe, the exact meaning of the word “fiction”. the only way we can appreciate a science fiction movie is for us to suspend logic, throw away common sense, ignore truth and yes forget about science. there is much irony there - to enjoy a science fiction movie, we need to forget science.
that is the only way to do it. in a science fiction movie, we need to believe super heroes are real. humans in human life forms can fly and women have super powers. if we don’t do it that way, there is no point in watching the movie as none of it will make sense.
read in full here: http://the-wawam-file.blogspot.com/2009/09/pantene-shampoo-thailand.html
this ad on villar is actually chismis. come on, be honest with yourselves. it is fare we all love to devour on sunday afternoon tv. the fact that we are looking into the private life of villar and we are taken there by boy abunda, the master chismis person is just perfect for our sense of peering into the private life of manny villar. pinoys are voyeurs, remember? (check back on how pinoys have been turned into voyeurs from here: http://wawam.wordpress.com/2009/06/01/haden-kho-and-katrina-halili-turned-us-all-into-voyeurs/)
the whole ad is just packaged very well. we should be bored with ads like these but we are not. we are fixed on the tv and we get to know who manny villar is. 4 stars!
i don’t get this tv ad of manny pacquiao. i just didn’t shake my head when i first saw this ad, i shook it many times and every time i see the ad on tv. i also end up talking to myself, why the hell did they make this ad this way. and at the end of the 30s ad, i get my cellphone out and my ipod touch and key in a to-do note for myself : “DO NOT BUY VITWATER!”. i don’t use caps even in my cellphone, i use caps on this one. ooops, i had entered that already the last time i saw the ad. geez, i must have tried to key that in to my gadgets a hundred times already, the same number of times i had seen this ad.
yes! this ad is being aired at very heavy weight! the pacquiao – hutton fight is a few days from now, they are making the most of torturing me! this vitwater ad is one more strong reason why i don’t watch local shows on tv!
i usually say this at the end of the discussion. but for this one i like to say it on the 3rd paragraph – this manny pacquiao ad of vitwater is a WAWAM! and has ADS Sindrome! and all other acronyms i am yet to invent in this blog!
read in fulle here: http://tinyurl.com/c2jjg3
read all posts about manny pacquaio here: http://tinyurl.com/cpkojn
nowhere in the tv ad did it say makati city mayor jejomar binay is running for president. and the ad talks about what binay has done to makati. but who is this ad kidding?
if you like to receive a free birthday cake on your birthday, binay might be the president for you.
that is just one small part of the paradise that binay is promising to turn the philippines into, just like the paradise he made in makati city.
read in full here: http://tinyurl.com/ccxqmj
kim chiu with her period rides the neck of gerard anderson – whisper sanitary pad’s eww, eww, eww tv spot
sure, ads that demonstrate on screen product efficacy are good ads. those are the kinds of ads we like to see. they sell very well.
but does it work when you show in a tv ad kim chiu, a popular teen star who has her menstruation rides the neck of her boyfriend, gerard anderson? that body part of the woman where you put the sanitary pad on not only leaks menstruation but also smells. and when you have your period, do you really want to have it on the neck of your boyfriend?
ewww. ewww. and another ewww.
i don’t think there is a filipina alive today who will EVER, EVER agree to do something like that in real life when she has her period. there is no way a woman will ever do that. even if she uses a dozen whisper sanitary pads on that body part of hers.
this whisper ad is over the edge of sanity and stupidity. i think it succeeds on the torture test idea only in the minds of the ad agency that created it. it fails on believability, empathy and definitely wins on the ewww and ewww factor.
this is a WAWAM!
this happened last year, october 2008 and we got to know of it only this week – WAWAM! blogspot was mentioned on the front page of The Manila Standard Today.
it’s months after, but we like to thank The Manila Standard Today for the exposure and the publicity. it’s a one liner, but we love it just the same. and big thanks! we don’t think it’s that often that internet blogsites are mentioned on the front pages of a national newspaper.
read more about it here: http://the-wawam-file.blogspot.com/2009/03/wawam-on-manila-standard-today-front.html