After a couple months and millions of dollars, AT&T has dropped its comparative ad campaign against Verizon. The two largest wireless carriers went back and forth over maps, apps, and everything that is mobile technology today. Moving forward, AT&T is trying to reposition itself as an innovative and forward thinking company, and has begun this by launching a campaign titled Rethink possible.
The Rethink Possible campaign’s first ad (shown above) tugs at the heart strings of viewers with an Apple-like jingle and brand logo approach. While I’m not exactly crazy about this first ad, I can respect the campaign and the direction AT&T is heading. Like I said before, anything is better than another Luke Wilson ad. It seems like everybody, little kids included, has a cell phone, leaving a very small number of new customers for wireless companies to target. This means the competition has moved explicitly to new services (apps, etc.) for the wireless carriers, and AT&T’s Rethink Possible is a step in that direction.
However, AT&T must prove itself as an innovator in order for this campaign to actually re-brand the company. The initial reaction to these ads will likely be skepticism, and consumers asking AT&T to “prove it.” And if Verizon gets its hands on the iPhone, which some believe may happen, it will further put AT&T to the test. Trying to claim an “innovator” position in a market where mobile apps and new technologies are coming from everywhere is an aggressive approach by the company. While brand turnarounds often require bold moves, I hope AT&T didn’t bite off more than it can handle.
It’s been almost two months since Super Bowl XLIV in Miami, and some advertisers are still stuck in “Super Bowl Commercial” mode. Networks typically separate ads that are similar to one another, ex. Coke and Pepsi ads wouldn’t air during the same commercial break, but this was not the case for CareerBuilder.com and Dockers during the Super Bowl. Their ads, with a pants-less approach to generating buzz, were aired back to back.
CareerBuilder.com and Dockers both feel their efforts during the “focal point of commercial advertising” were diluted as a result of CBS’ placement of their ads, and are seeking compensation. It is rumored CBS reached an agreement with Dockers for free ad space during the NCAA tournament, but CareerBuilder has yet to reach a settlement. CBS executives feel CareerBuilder’s message remained clear since its ad aired first, and additional compensation is not warranted.
First, I cannot believe two large brands came up with the same idea for their Super Bowl ad. Second, what was CBS thinking putting them back to back? And finally, I do not believe CBS’ justification for not compensating CareerBuilder is valid.
Dockers’ chant-filled, “men wear Dockers Khakis” ad was weak at best, and was probably a better idea in theory than in practice. I like the “real men, men that are in charge” targeting, shown by the Dodge Ram-like end to the ad, and think it would have been a good idea if that segment was still in 5th grade. CareerBuilder’s ad could at least generate some common ground with people who don’t like their job. And the “Casual Friday” idea also made for a hysterical episode of The Office. Given the fact that the Super Bowl is not only the championship game for the NFL, but the “Super Bowl” for TV advertising as well, I expected more in terms of creativity.
The only explanation for the two ads being placed back to back would be the product category. If CBS looked at the ads and saw Dockers, a clothing brand, and CareerBuilder, a job search website, then I might understand a little bit. However, that’s a pretty large oversight given the fact that a :30 spot during the Super Bowl costs about $2.6mm. I understand there is a large amount of money at stake in terms of making amends, but CBS must do so with both companies. I’m not sure how CBS thinks it can differentiate between the damage made to Dockers vs. CareerBuilder. I believe both of the ads lost their effectiveness equally by being aired back to back, and CareerBuilder is due the same compensation as Dockers.
I often go through phases of obsession with a specific type of marketing, and QR Codes are the flavor of the week. The technology has been around since 1994, courtesy of Japan’s Denso-Wave corporation, but has yet to take hold in the United States. However, it’s a much different story in Japan. Everybody from Mickey & Co. to LeBron James are getting in the act, and revolutionizing outdoor advertising in the process.
Japanese Disney ad using QR Codes
Nike ad in Japan with LeBron and QR Code
QR (“Quick Response”) Code is very simple to use. You just simply take a picture of the code using your Smart Phone or mobile device, and it links to a website, email address, dial a phone number, or several other places. People who snapped a picture of the QR Codes in the ads above were taken to Disney’s Japanese website, and Nike basketball’s Japanese site. Instead of just passing the billboard, giving it a glance, and moving on, QR Codes allow the consumers to interact with the advertisement. The interaction is two-fold, as one consumer will interact more directly with the actual billboard, then get driven to a website, or other destination, that the advertiser desires.
The same interaction can take place in print ads as well, including newspapers and magazines. As newspapers around the country are closing due to lack of subscriptions and ad revenues, QR Codes could provide an appealing alternative to the traditional print ad. A company advertising in the Wall Street Journal, such as Amtrak, could put a QR Code in their ad that links to their “Deals and Promotions” page on their website. Driving readers from a print ad directly to a purchasing platform could not make it any easier for consumers to purchase Amtrak’s services. The addition of the QR Code also impacts the pricing method newspapers have been using. Newspapers could negotiate a flexible pricing plan for the ads that takes the QR Code link-throughs into account. As more readers use the QR Code, the more the advertiser pays for the ad. The need for new revenue streams is going through the roof for these publications, and I believe this could be a reasonable option for American newspapers.
QR Codes are all over Japanese advertisements, but whether or not they catch on in the United States depends solely on how creative marketers can get. Business cards have already been created, but I believe their use could stretch far beyond trading contact information. If you’re looking for new Facebook fans or Twitter followers, why not link to your site using a QR Code on your marketing collateral? As Smart Phone penetration continues to increase, and mobile devices continue to grow as the best way to reach consumers, I believe QR Codes have the potential to be an outstanding marketing device.
Have you ever used a QR Code? Do you believe they will catch on in the United States as it did in Japan? What are some creative places QR Codes could be placed?
The temptation was too much. I really did not want to write about the iPad.
With every piece of information I read about the iPad, the HD-quality video or web-browsing, email, music/iTunes, photo albums, videos and eBooks, I can’t help but think, doesn’t Apple already have an iSomething for that? Outside of the eBook, it appears that Apple tinkered around then injected steroids into the iTouch. Apple has been right in the past when they created the iPod, when the mp3 player market was almost non-existent, but this has to be a bit of a stretch. Right? I’m not saying the iPad isn’t “cool”, and playing around on one at the Apple store wouldn’t be fun to do for a while, I’m just questioning whether or not it’s practical. To do so, I have a couple quick questions. (more…)
