The Word of mAn[S]o0r

As is done by so many nowadays in Pakistan, i was discussing the latest ad campaigns of the mobile service providers here.... and well... where we have UFone (absolutely LOVE IT) and Telenor (with their Djuice.. which doesnt really do justice to it..) we also have Paktel...

From what i understand, it was acquired by Milcomm (Instaphone's parent company) recently, and provides the GPRS service from that group.. it has a very small market share here (about 2 to 3 percent.. but i could be wrong)..

Now i know the reason for it! its AD campaigns! A colleague said today, it took me a while 2 understand their ad's about per second billing, where they show two people, one with paktel n one with some other service, making calls... till one of them runs out and asks for the other's mobile.... hence, they failed to get their message across... In their second ad.. about 'Hi Tunes', when i mentioned it took me a while to understand what it was all about.... a colleage pitched in that its a background music being played while your having a conversation with a person with a paktel phone! Unfortunately.. that wasnt it.. it was replacement of the 'Ringing tone' u get when the other person's phone is ringing.....

I think if they even want to make a 'dent' in the market... they should fire whoever's marketting their services and get a fresh new team!

and lastly.... a note to all marketing related people... when targetting radio listeners... atleast make the effort of making sure your ad is RIGHT for the radio!!!! This message goes out to ALL marketing people of Telenor and Paktel, who are, as i write, running the sound track of their TV ad on the radio... it just doesnt work that way, cuz i dont know what your trying to sell..

i'll make a case in point... the Djuice ad for 'send sms to any number in Pakistan for 20 paisas' starts of with a tone of (probably) a mobile RECIEVING an sms... then a lady comes on sayin the above line, ending it with 'djuice.. your welcome'. ? Its just not right ! USE THE MEDIUM ppl!!!!!!

Take ufone ads for example... they have a soundtrack which is essentially a song, which they supplement with their tv ad.. its good 2 hear (and the new one even delivers the message) on the radio as well as watch on TV. KUDO's to whoever thought of them !

Now i'll end my rant.. i've been wanting to get this off my chest for a long time now !! Let me know what u think about it... leave a comment..


Technorati Tags: ad campaigns, ufone, telenor, pakistan, paktel