Archive for January, 2011
“Change the scheme! Alter the mood! Electrify the boys and girls if you’d be so kind.”
The telecom industry in Jamaica is one of the fiercest competitions across the island, second only the political tug of war between the country’s main parties. However, you wouldn’t believe such a rivalry existed from the press ads, billboards or television commercials where endless smiling faces promoted 3G this or prepaid that. Smiles with every call, it would seem. In this midst of all this, Flow wanted to try something different. They wanted their brand to make a statement, and show a deeper connection between the customers and services. And they asked us to help accomplish this with a classic modus operandi: the testimonial.
Our team’s response was tap into the wide range of human emotion and expression, not just the ever popular smile. We wanted these testimonials to demonstrate how people really express themselves: with their style and attitude. When they’re on a phone call, browsing the net, or watching TV people are not only smiling. They’re also laughing, shouting, and even jumping out of their seats.
The shift in direction, along with our previous work, has made an impact. The campaign was recently referenced by the competitors in their annual marketing conference as one to study, then top. We’ve also been in discussions to possibly manage Flow’s advertising throughout the entire Caribbean region.