Sprint did a few good things here, but they also did a couple things wrong too. The best part about what they did here was in the positioning. The narrator and the video reel suggested and positioned the EVO as the “first 4G phone”. Positioning yourself as the first or leader in a category has it’s perks, but what I like was how the simple it communicated.
Now what I would’ve like to see was more of the phones functionality. Since the focus is on the 4G technology, they should’ve shown just how fast 4G is and how it can benefit the consumer. They did the viewer of the commercial a great injustice by not showing the capability of the phone. Sprint could learn a thing or two from Apple and their latest ad for their iPad.
*When I say “Good Ad”, I mean one that accurately reflects the brand (Sprint) and the product (EVO). A “Bad Ad” obviously is one that DOES NOT accurately reflect the brand and the product.*
What do you think, Good Ad or Bad Ad???
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About Dewane Mutunga
Yep, have to agree with you. The 'first' positioning was excellent – the narration/script conveying the perceived importance of being first, the concept of reinforcing 'first' products that we are familiar with today, creating that 'I want to be first' feeling ..all very succinctly and creatively put. BUT.. just like you I felt let down at the end .. I didn't know anything about the product (the phone) or the service (4G) .. I didn't feel inspired to go and research it elsewhere, I just felt the Ad didn't work….afterall, aren't ads supposed to be a 'call to action'? Mine was to leave a comment for you here and go and make a cup of tea .. hey, I'm English, what do you expect?! :)
Exactly! the positioning was great but thats only one part of the equation. People need to see functionality and that's where they failed miserably.
I have no idea of what a 4G is nor am familiar with these brands so I am sure your blog here has done more for me thinking about it than their ad did….but then i am not sure if this company markets in Canada under these names.
I guess I'm too jaded to like this add. I was given no reason to buy this except I could be first. The second hand shops are full of stuff that people bought because they wanted to be first. But I get their point even if it is pointless to me.
Dewane, I really liked the domino effects in the add, I am not sure it would convince me to buy the product though.