Tuesday, April 24, 2007

Hutch: S, M and L. Choose your talk size.

Strong ad and everybody loves the ad. The Brand manager is a king. He picks up a few addie awards and he makes more money.

Cut to Dhruv Sagar, subscriber of Hutch. He enjoyed the ad, saw the ad on his billing envelope, read it. It said the same: Hutch: S, M and L. Choose your talk size. It never told him what the heck is it. He read it and moved on.

So Hutch spent tons of money, paid more to the brand manager and result: no more subscriptions, which it realizes a year later.

Cut to the brand manager, working on a different concept, a different idea and more money down the drain.

Think about it, how common is it to remember the ad and not the product?

Moral of the story: Dont make interesting ads. Sell products.

21 Comments:

At 8:04 AM, Blogger @nimesh said...

Ads are not targeted towards people like Dhruv Sagar. He is too busy with other things to look at commercials and hoardings. Its for impulse buyers like him, direct selling or in-store advertising are used.

 
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Even if u make interesting ads.. they should generate enough sales...

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Cut to Dhruv Sagar, subscriber of Hutch. He enjoyed the ad, saw the ad on his billing envelope, read it. It said the same: Hutch: S, M and L. Choose your talk size. It never told him what the heck is it. He read it and moved on. So Hutch spent tons of money, Latest Breaking News paid more to the brand manager and result: no more subscriptions, which it realizes a year later.

 
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