Home > Kahindik-hindik, mindscape landmark, Philippine Advertising, Philippine Marketing, wawamTECH > wawamTECH: how bad is globe service? smart launches a national ad campaign to exploit it

wawamTECH: how bad is globe service? smart launches a national ad campaign to exploit it

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.

click to read here : wawamTECH: globe handyphone service failing for months now, collapses metro manila wide on the weekend

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.

~~~mindscape landmark~~~
carlo p arvisu 

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  1. ruel
    September 20, 2012 at 2:52 pm | #1

    MAGKANO BINAYAD NG TAGA SMART SAYO. Globe is much better than SMART. poor article.

    • September 20, 2012 at 2:59 pm | #2

      have not had a smart line even once. been a globe subscriber for many years. so i can’t compare versus smart. but i can compare what globe is now versus what globe has been for many years before.

      and this is it – globe service now is nothing, is extremely unreliable than it was before. i never had problems of outages, delayed texts and cannot make calls before except in the last year until now.

    • September 20, 2012 at 3:04 pm | #3

      there is also no denying that the smart advertising campaign refers to globe as the cellphone service that is failing. smart has no other competition other than globe.

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