By PATRICK | MIAMI BEACH, FL August 3, 2009 02:37:13 pm:
New Palm Pre Campaign...see:
http://bit.ly/XwZf3
OMG! Classic case of the agency talking to themselves--and with a weak and intimidated client!. The advertising has zero chance of driving the objectives that the CEO of Palm or the Board or the shareholders are focused on: driving trial, purchase, positive WOM and total revival of a badly sagging Palm business.
Specifically:
--The chinese field spot was introductory and intriguing (but little RTB's about the product other than standard/parity functions like camera/picture taking).
--The next 3 spots were empty and no way delivering on the Brand Positioning (if there is one) and the true drivers of purchase/business building.
Yes, be creative vs iPhone and others...but understand your situation. I/we just completed a total review of "where mktg tech is going?' with input from very smart savvy people on the mobile 2010 direction. Smartphone success demands:
--Innovation & Differentiation: not accomplished in the campaign.
--10+ players are all scrambling (after Iphone) and only 3 or so will make it to Jan. 2010.
--And you are also at a disadvantage on apps (the new differentiating bonus), memory and many features.
So write off the this advertising and its value. The only hope is the Sprint effort that will drive hard since they have nothing strong enough to counter ATT with Iphone.
But, the agency might win big at Cannes with the very avant garde
advertising, even if the Brand dies by next summer
Specifically:
--The chinese field spot was introductory and intriguing (but little RTB's about the product other than standard/parity functions like camera/picture taking).
--The next 3 spots were empty and no way delivering on the Brand Positioning (if there is one) and the true drivers of purchase/business building.
Yes, be creative vs iPhone and others...but understand your situation. I/we just completed a total review of "where mktg tech is going?' with input from very smart savvy people on the mobile 2010 direction. Smartphone success demands:
--Innovation & Differentiation: not accomplished in the campaign.
--10+ players are all scrambling (after Iphone) and only 3 or so will make it to Jan. 2010.
--And you are also at a disadvantage on apps (the new differentiating bonus), memory and many features.
So write off the this advertising and its value. The only hope is the Sprint effort that will drive hard since they have nothing strong enough to counter ATT with Iphone.
But, the agency might win big at Cannes with the very avant garde
advertising, even if the Brand dies by next summer
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