Reclame volgens de klant
Naam Bureau:
Tigo Sri Lanka Pte
De visie van:
Erik van Vulpen, Chief Commercial Officer
Website:
www.tigo.com
The essence of marketing communication today is...
the same as it has always been. Trying to cause a change in consumer behaviour, through the humble means of communication. There are more opportunities than ever before to do that. And more challenges too. Hence, it is fascinating time to work in communications. Marketing gymmicks that worked 10 years ago, aren't appreciated anymore. Companies today are trying harder not just to be different, but to be different in a meaningful way.
What you really mustn't do anymore is...
think of communication as transportation. Although this notion stems from the 60's, there are still heaps of discussions about what should be in the ad, in stead of what the consumer should get out of it. This is amply illustrated by tag lines and copy of car ads. Today, unless you have the budgets to hammer a message home, you even need to go one step further: what is it that will draw the consumer to the message. Thinking like a publisher, rather than advertiser. Even though here in Sri Lanka, with an internet penetration of 2%, TV is still the big medium, the challenges are similar because of the clutter in the media landscape. For int'l companies, winning in emerging economies like Sri Lanka requires sharp local understanding. Local TVC's for instance, are by far the most successful; Coke is smaller than the local soft drink brand...
This work I like because...
it is refreshingly unpretentious in the car market and void of the normal superfluous lifestyle claims: "Chevrolet: May the best car win". I liked Heineken's zomer campaign. Via social networks - other than mine - it reached all the way to Sri Lanka. Samsung has some smart, social media work on the internet!
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