Κυριακή, 11 Απριλίου 2010

Vodafone VS all (or) Comparative Advertising in action

Act 1: Player 1 "talks"




Act 2: Here comes the answer 




Act 3: Market Leader responds and wipes the table off ... (soon on your screens)




Greeks are fascinated by this "battle" of ads ...but lets take a look at what is actually happening and what has happened to the rest of the world...

Comparative Advertising: Comparing your product directly with one or more competitors (also known as ... taking the risk)

  • Some think it is not smart to spend money to publicize your competitor
  • Others believe that it creates bad atmosphere for the company that demeans all advertising 
Nevertheless, when it occurs it usually follows some basic guidelines
  1. The market leader never starts a competitive campaign 
  2. The most successful comparison advertisements are those comparing the product with products identical in every respect except the special differential featured in the ad
  3. The stronger the proof that the products are (almost) identical, the better
  4. The different features should be of importance to the consumer
Source : Kleppner's Advertising procedure (17th edition)


And yeap ... Vodafone was not the 1st dudes...

Iriver Vs Apple (indirect comparison) - "Sweeter One" (from Apple) - never the less it doesnt tell us "why" 


Pepsi Vs Coke - no words needed 


BMW vs JAGUARS - spot the difference 



BMW vs AUDI - hell yeah this is cruel !!! 



McDonalds Vs anyone selling coffee (:P) - Four bucks is dumb (wouldn't you reconsider paying 4 $?)



And if you think those where agressive... take a look @ : 


and my favorite of all  - GET A MAC (or) Mac Vs PC  :)

All rules applied on those ones - comparison straight to the point, humorous approach ... this campaign = WIN








Share/Bookmark

Δεν υπάρχουν σχόλια:

Δημοσίευση σχολίου