2013- The Worst Advertising Campaign?
When it comes to enterprise, I love a good advertising campaign. Especially ones that tell a story. Last year we were all encapsulated with the phenomenal adverts by Google that utilised Google apps and products to tell the stories of their users. From a new dad and his daughter, to the building of The Cambridge Satchel Company- there was something for everyone.
This, I believe, is the key to the future of advertising. Personalisation is huge right now. From Coca Cola writing your name on their drinks bottles to Barclay’s allowing you to upload your own photo as the background on your credit card. But really what this is all about is allowing people to engage with brands. A clever technique indeed.
However, recently I was shocked, neigh (!), appalled at the new O2 advert. If you haven’t seen it yet, I implore you, watch it and weep here. The ‘be more dog’ campaign encourages watchers to ‘grab the frisbee’ (an ironic mis-translation of ‘carpe diem’) through a talking cat who decides to do just that…are you lost yet?
Me too. In fact, this advert annoyed me so much (and plenty of others for that matter) that a few days later this video emerged. It turns out that O2 had to explain the concept to so many people that I can’t help but think it makes the campaign completely redundant. O2 on the other hand are seemingly very pleased with themselves, having dumbfounded the public . They have even developed a ‘frisbee game’ that can only be played on their devices, adding an element of elitism that the dogs vs. cats concept embodies. Well done, O2.
But what did the Google advert series have that the O2 one didn’t? Well, for a start, Google featured their own products in their adverts by users with a heartfelt message. O2 never even mentions its products in the advert, why they’ve even bothered creating a new campaign, or even their brand until the last 5 seconds of the advert. Google’s signature red, green, yellow and blue are shown right throughout their ads. O2’s blue isn’t nearly as prominent as it should be at all. They could even have had a Persian blue cat, but what did they choose? A seemingly possessed looking yellow-eyed cat who couldn’t look further off a dog if they’d tried.
Despite my vendetta against the advert, I’m still with O2. So it goes to show that brand loyalty is stronger than the power of advertising. But would it make me change to O2? …I don’t think so.