 Evon Ypy , twenty-one this year, and is currently pursuing a (BA) Hons Degree in Interactive Media Design at The One Academy Sunway, Malaysia. A girl who loves to read Chinese fiction novels alot, to her, books are the visual to the mind. She is also a big fans of anime and manga, and is taking a part-time Japanese Language Level 2 classes in Ringo Language center. Besides, the results of her MBTI test shows that she is an INFJ who likes to think to talk, this is why she isn't a fast thinker, can't responses to question immediately, it often takes some buffering and loading times... If it scares you, it might be a good thing to try. |
#15 Chosen ads campaign research
 2013年7月31日星期三  04:20  0 Comment(s) P1 W1Max ads - 'Cut already Campaign?' This advertisement was no doubt very eye-catchy, and in certain point this ads was successfully. It raise more than 40% surge in new 4G p1 w1max subscribers. This creative ads was created by P1 together with Creative Juice-Sil, and they claims that this ads has no intention of offending anyone. The chief executive officer Michael Lai of P1 also stated that the text 'potong' is not relating to any other things only pitching the idea of cut the cost, wire and line. 'The creativity is more edgy from that perspective. We are a challenger brand; we definitely have our brand DNA and we will do something to promote the brand, which is cutting edge and pushing boundaries', said Michael Lai to StarBizWeek in an interview. He said that P1 is a challenger brand, which kinda make sense now. Because P1 has a big challenger in the same field, which is Tm streamyx. This shows that P1 is challenging Tm streamyx subscribers to cut the line, cut the cost and use their broadbrand instead. And by increasing 40% of subscribers in P1 4G w1max also has affected on Tm streamyx, therefore sooner Tm streamyx launch the new wireless broadband - unifi. There is other reasons that make it so succesful as it run across many media including newspaper, Tv and radio. It has made a big impact on marketing since it was launched in the September. The radio ad even won a bronze award in Kancil Awards. Further more, the CEO of P1 said that, 'It grabbed the attention of our target segment, gave them a solution for a pain they were experiencing, had a strong call-to-action to cut the wires, cut the cost and cut the lag. And it captured the P1 brand essence of being fun, innovative, impactful and a little cheeky.' In this statement, he again stress on the point that 'cut the wires, cost and lag' & p1 4g w1max is the solution to the pain that consumers are experiencing (which probably referring to the subscribers of Tm streamyx). At last, regardless the creativity on the ads this campaign has also been viewed as 'vulgar' or insulting to women. Lil Ads analysis Denotation 1- Potong Connotation 1- (innocence way) cut wire, cut charges, cut lag = giving a message to change the internet broadband to their brands Connotation 2- circumcision So during the consultation, lecturer said that to people who know nothing about Islamic culture might not get the second connotation of the ads. To people that might not get to the second connotation, after watching this video below 'Potong Saga' will get to the second connotation. Although the ads is trying to distract audiences potong the wire/lag/cost isnt anything else, but we still can associate it with circumcision. Another point is the visual of the ads, (I've seen chinese/cantonese verson, english version) the model in the ads is usually macho male with an aggressive facial expression holding a garden scissor cutting off the wire. Why using the macho male in this campaign? Isit because the more macho the guy is, the more he scares of circumcision? And why is it the wire is position on the crotch of the male model? Even though the text is distracting us to cut lag and stuff, but we still can see its really hinting to circumcision . Lastly, I was wondering, why the print ads in chinese newspaper the text is in Cantonese? Well, not really Cantonese, but it's Malaysian Cantonese. So I am making a assumption that this chinese print ads are targeted chinese that are mainly stay at Kuala Lumpur, Selangor those city, or town area. It's because chinese that can speak Cantonese are majority from these places, and some minority places such as Johor Bahru are very rare % that chinese there can speak Cantonese. 15 Malaysia 'Potong saga' Radio ads (Cantonese version) http://www.youtube.com/watch?v=PNSUKNck3kk Radio ads (Bahasa version) http://www.youtube.com/watch?v=qpwgPZICpHM Not sure why cant share more than 2 or 3 videos within a same post. lol so I put a link here :} Radio ads (English version) A short lil slideshow about P1 Social Media Initiatives Sources Further reading http://unstructured-ramblings-of-the-ghost.blogspot.com/2009/11/whats-wrong-with-potong-whats-so.html [1] Taken from: http://www.thestar.com.my/story.aspx?file=%2F2009%2F11%2F21%2Fbusiness%2F5109860&se http://www.p1.com.my/pressreleases/20101002_P1_Sudah_Potong_Campaign_Bags_Prestigous_Effie_Awards.html http://khookaypeng.blogspot.com/2009/10/p1-wimaxs-sudah-potong-advertisement.html [2] Sldieshares [3] Annotation [1] A further reading of what is wrong with the tag line of P1 ads. [2] Explore the case study and what the news talks about it. [3] Slideshare is a websites that share various of good and easy-understanding slides online, that helps me a lot to understand/flash back things in just few minutes. |
