fly or die | |
Tuesday, May 18, 2004 | |
Clash of the Advertising titans
Our own home grown dogfight. Ala Pepsi vs Coke. Avis vs Hertz. On your left, the big bro, Maxis, weighing in at a coupla billion bucks. On your right, the nimble Digi in yellow pants. Maxis charges ahead with a programme that allows you to switch between SMS and Talk plans. If you SMS more than talk, then save on SMS. If you talk more, then switch to the Talk Plan. I didn't do the math, so I don't know whether it actually works. And before you can dial 122, Digi swings back with advertising that unveils an all in 1 plan - dirt cheap SMS and Talk rates. Nya nya nya nyaa nyaaaaah. Hotlink gets hit below the belt again. Again? Yup, back when Hotlink launched its Activ5, Digi came back with 6. Probably didn't make a big diff to users, but it sure rattled Hotlink. Will Hotlink hit back? Being the market leader (at least positioning wise, not too sure about subscriber base) - Hotlink may not want to dirty its hands by acknowledging Digi's attack. "Fight? What fight?" Hotlink shrugs its shoulders and swats the irritating yellow gnat. This makes interesting advertising watch. In the long run, Digi will not benefit from its undercutting strategy. Its brand equity is eroding. It stands for cheap and little else. Sure, it tried some "pretty pictures" brand advertising but did it achieve anything? You tell me. I feel that pricing will switch some penny pinchers. But those who have the perception that Hotlink is better, more hip or whatever will stay with Hotlink. A few cents' savings won't sway them. Though I must say Hotlink needs to buck up on their print advertising - sometimes it is just one big red mess. On TV, they are still true to their done-to-death "lifestyle" & "BGR" platform. Yawn. Let's see if Hotlink will turn the other cheek. (Rabbit trail: The series of ads done quite a few months ago, featuring the Kopitiam cast [10 sen per 012 to 012 SMS] was awesome. An initiative by Maxis' agency, I heard. Hey, if you're the CD of the piece of advertising gem, let it be on record that I loved the campaign. Now, hire me.) | |
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about me |
A neurotic, nail biting, slightly schizo, caffeine crazed copywriter who doesn't know better than waste her life in the pursuit of the golden pencil a.k.a The One Show.
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archives |
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people mentioned in this blog |
I realised that it is increasingly difficult for you to identify who's who in this blog. So here's a
rundown. Will try to categorise entries to names but that will take some time, cause I still haven't
figured out how to do it. In the agency Big Billy - Boss, my Creative Director Donna - beautiful bimbo Account Executive Heng - the art director I used to work with Hoe, Mr - my favourite client Jenna - the art director I'm working with now Susan - street smart Group Account Director Tina - my Traffic Manager Tomas - fellow copywriter, confidante Beyond the agency June & Mila - my best gal pals Matt - the guy dating me Minnie & Moe - my guppies Trish - the friend who set me up with Matt *all names have been changed. |
my zany portfolio |
I'll paste work here periodically. But none of them will be real client work - just my own initiates and doodling.
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awesome ad of the week |
G-Day Coffee TVC. Scene opens on guy trying to slide down a dry water slide. He gets stuck. He finally manages to squeak all the way down. TVC ends with him savouring a mug of G-Day coffee and the tag "Save water for G-Day coffee". A bit unreal but I love the humour. And the talent, the Each Other actor (I forgot his name), is super. He makes it work. |
wished i wrote that |
We tell our prospects. When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either. - Leo Burnett |
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