Comments on: I hate to be the one who says “I told you so!”

By: Andrei

Andrei — Sat, 19 Sep 2009 07:26:05 +0000

I like advertising in Netherlands, Germany, USA.
They can to do this very good!

By: Web design

Web design — Wed, 07 Jan 2009 14:59:03 +0000

I very much prefer the US to Romania when talking about advertising. We really can’t have a local Apple vs. PC commercial here in Romania.

How about an ad that says
“Objective: crush Adidas” (old objective by Nike)

In Romania no such thing is possible.

By: Adrian Monoranu

Adrian Monoranu — Mon, 29 Dec 2008 12:16:48 +0000

Anyway, they changed the tagline but now it doesn’t communicate the initial brand promise (No Pay). They rushed into changing the tagline but did they consider its impact on the brand promise?

By: Silvestra

Silvestra — Mon, 29 Dec 2008 10:11:14 +0000

I haven’t noticed an incentive for Zapp’s rebranding…I don’t even think this was their intention…if we consider the data and voice plans,the image they promote remained the same;it may be that they have thought of a new image only for the prepaid product.

By: Ioana

Ioana — Mon, 29 Dec 2008 09:40:03 +0000

Umm…what’s going on? English flu here and there? :p
Or maybe practicing so we don’t get rusty?

By: ana placinta

ana placinta — Sun, 28 Dec 2008 18:13:49 +0000

@Adrian Monoranu no I think it was too tricky the content and they didn’t bother to read it carefully…or who knows.
well, the 2nd line is quite vague and as a marketer you can easily fall in the trap of being way too obvious (make the logo bigger, but a red color on the offer etc)

By: Adrian Monoranu

Adrian Monoranu — Sun, 28 Dec 2008 15:23:32 +0000

It seems that the old tagline “Vorbesti fara sa platesti!” has already been recycled into “Vorbesti si primesti!” Fast move! And it doesn’t sound so bad. Maybe they anticipated and they were prepared. I’m wondering though, why didn’t they go with this one from the beggining? :O

By: Adrian Monoranu

Adrian Monoranu — Sun, 28 Dec 2008 15:16:29 +0000

@ana placinta:

Maybe it’s the crissis that made them look the over way.

By: Andrei Bugeac

Andrei Bugeac — Sun, 28 Dec 2008 13:57:12 +0000

Do you think laws should allow comparative commecials?Might not be such a good idea…

By: ana placinta

ana placinta — Sun, 28 Dec 2008 13:01:33 +0000

yes, they are. all the TV commercials aired must be in complete accordance with the legistlation otherwise “the all-mighty CNA” will knock at their doors…& that sounds like trouble.
this kind of mistakes are harder to track. moreover the advertising agency and the legal dept from Zapp should have been aware of this.

By: Adrian Monoranu

Adrian Monoranu — Sun, 28 Dec 2008 11:43:27 +0000

@ana placinta: Of course there is no rebranding campaign and this confuses the consumer more than he already is. On such a competitive market like telecom there are so many ways to differentiate and they chose the complete wrong one. The only thing that is different and obvious is the colour yellow that they are using. They needed that because the risk
I was also wondering how media concerns agreed to air this commercial but my answer (allthough it’s just a hunch) is that TV stations are not sanctioned because of it’s missleading or comparative character.

By: ana placinta

ana placinta — Sun, 28 Dec 2008 11:27:57 +0000

it’s a bit from both things.
- one is the fact that indeed the message was obviously missleading the consumer (in fact this is the most obvious). honestly, i don’t know how the media pro allowed this airing as they are ridiculosly strict in these regards… based on some personal experince
- the second is perhaps what you are presuming, the competitors response. though they should not fear this campaign, I’ve got a strong belief that the consumers didn’t bite this. the whole campaign seems fake, partly due to the message and partly to the blur that zapped overlayed on its brand (i didn’t see a rebranding campaign…did you?)
from my pov this campaign is a total failure of communication. things could have gone a lot more better.