Site Loader
A creative concept by BBDO for Cingular symbolizes the “dropped calls” irritant and claims that the Network ensures the “fewest dropped calls” in the United States.
Nicely executed campaign!
[via Advergirl]

This campaign was launched nationwide in the US in April, at a time when most of the other Mobile Operators were claiming similar service levels –
Alltel claimed to have the “largest” network, Verizon “the most reliable,” Sprint “the most powerful,” and Cingular “the fewest dropped calls.” Thus, mutual legal battles were a natural outcome.

But things aren’t so appealing, when it comes to “evaluating” or “measuring” the effectiveness of this campaign.

According to Boston Globe, the company is offering little backup for its claim and runs counter to other studies and the advertising of competitors. Thus, credibility of the campaign is at stake!
Although a small research company, Telephia Corp of San Francisco, is behind the claim, it has not even supplied relative figures for comparison.

In an article in Tech dirt, the author has contrasted the immature way of handling their claims and the way in which the operators are fighting with each other over the “falsity” of the claims. Most of the operators are filing lawsuits against each other, according to him.

Another article, which was published in Brandweek almost a week back, mentions about the lawsuits filed by some New York customers as well, against Cingular claiming that it failed to provide them with adequate service.

However, the company spokesperson asserted that the company would continue to stand by the claim and substantiated it with another decision by the National Advertising Division of the Better Business Review Board that determined that the company had the right to promote itself as having “More bars in more places.” [Source: Brandweek]

Thus, there is still some ambiguity over the “truthfulness” of the campaign, which might prove to be destructive, if not handled effectively.

All said and done, from an advertiser’s perspective, the creative is simply fantastic. Kudos to BBDO for another special piece!

Leave a Reply

Your email address will not be published. Required fields are marked *

Perspectives of a Passionate Marketer

Stay uP-dated


Books that InsPired me

The Power of Moments: Why Certain Experiences Have Extraordinary Impact
Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits
Marketing 4.0: Moving from Traditional to Digital
Body the Greatest Gadget
Social Media Tips and Tricks
The CEO Factory: Management Lessons from Hindustan Unilever
Don't Reply All: 18 Email Tactics That Help You Write Better Emails and Improve Communication with Your Team
Indistractable: How to Control Your Attention and Choose Your Life
The Monkey Theory: Conquer Your Mental Chatter
Bad Blood: Secrets and Lies in a Silicon Valley Startup
Everyday People: Tales of people you know
Sinbad The Sailor' Story: Story Of Eklavya
Don't Startup : What No One Tells You about Starting Your Own Business
Canon DSLRs For Beginners
Early Indians: The Story of Our Ancestors and Where We Came From
How Brands Grow: What Marketers Don't Know

Puru Gupta's favorite books »

2020 Reading Challenge

2020 Reading Challenge
Puru has read 14 books toward his goal of 50 books.