ini baru teknik marketing yg bagus.. ngga butuh sales buat keliling dan
menawarkan pariwisata.. cukup buat iklan "gila" traffic web tinggi.. sebar dr
mulut ke mulut sampai2 jutaan orang menyangka ini adlaah teknologi nyata yg
siap pakai..... termasuk saya :D
regards,
MRP
Nova Scotia Pomegranate Phone: Great Viral, but is it effective?Issmat A. |
October 9, 2008
A
phone that translates what you say into any language? It comes with a
built-in mini projector for presentations and movies? It also doubles
as a harmonica?
That’s where the features of the Pomegranate Phone start to draw
skepticism from people. But the features that follow leave no doubt
that this is a gag-ad. The ad showcases the phone as a personal shaver
and mobile personal coffee brewer.
Thus begins Nova Scotia’s latest, slickest, and most expensive
endeavour into using new media and social networking to pass the
message of the ‘Come To Life‘
campaign to their unsuspecting target market. The viral campaign
peddles this ‘it does everything’ phone with all the might that a $300K
advertising budget can provide. Yet it seems that the jury is still out
on the effectiveness of this campaign.
Visit the website by clicking the image below. Or see the videos below.
The campaign was produced by Bristol Group, Egg Films/Hatch, and Breathe Media.
* Art Director: Dan Couto
* Copy writer/creative director: Albert Ianni
* Production Manager: Collette Snow
* Designers: Andrew Grantham, Michael Gatto
* Internal Programmer: Melissa Castle
* External programmers/designers: Breathe Media
* Production/Post: Egg Films/Hatch Post
* Actors/Models: Christopher Killam, Lita Lewellen, John Beale, Laura
Bleasdale, Andrea Wilson, Pasha, ?Others?
Synopsis:
The impossible-made-possible features of this phone are not so far
fetched. In early 2007, I reviewed a new product by an Israel-based
technology company that produced a pocket projector device not unlike
the built-in fantasy projector showcased for the Pom. The Explay Nano
Projector is effectively the world’s smallest consumer projector and
was planned to launch to market in 2008. The company was working on
providing the technology as OEM for cell phone and camera manufacturers
to incorporate into future devices. Click picture below to visit their
website.
Similarly, the voice translation function currently exists, though
the technology is not fit for seamless speech recognition yet (only
phrase by phrase). Devices combining voice recognition and translation
software are a dime a dozen. A simple speech-to-speech voice
recognition translator can be bought from Ectaco for a little under
$400 CDN. The software itself is available for installation on smart
phones.
Last but not least, a hybrid musical instrument phone was recently
launched by Japan’s Kddi in collaboration with Yamaha. See my review of
this technology here. It can be played as a harmonica, trumpet, flute, and
various other instruments.
The campaign can be said to have three components:
* The medium
* The message
* The actual product it peddles.
The Medium:
A great viral campaign by Bristol, Hatch, and Breathe. World class,
really. It achieves the desired effect of getting people to pass around
the url to give their friends and colleagues a quick chuckle. The
campaign was implemented in Boston, Toronto, Calgary, and Ottawa. On
Tuesday of last week, 200 pomegranates (the fruit, not the phone)
containing the url (pomegranatephone.com) were passed around to people
by street teams in Boston, Ottawa, and Toronto during their morning
commute.
Yet, there appears to be a disconnect from the Pom site and the site
containing the client’s message. It’s as if two different companies
were hired, one for the flashy viral campaign, and another for the Come
To Life mini-site.
The Message:
Here is where it gets tricky. Critics of this campaign point to how
the message is hard to locate in this viral. Even when you do get to
the mini-site containing the video clips that are meant to pitch Nova
Scotia to the target market, there appears to be a disconnect between
the demographic target of the videos and the demographic target of the
Pom’s viral.
The Pom’s viral appeals to a tech-savvy younger demographic that
spends a lot of time on the internet and enjoys passing around virals.
Other demographics that spend a lot of time on the internet and pass
around junk mail and viral videos are employees, stay at home parents,
and teenagers without much to do.
Yet, Bristol notes that the key demographic they are after is
“influencers and business leaders in key markets”, a group that usually
stays on top of trends and the latest in technology.
Bristol is correct in that influencers and business leaders stay on
top of technology and trends. However, perhaps a fatal flaw here is
that the Pom phone is neither a new technology nor a trend, so it would
be of little interest to business leaders to visit the site or forward
to their contacts. It is just a gag site, and we have already
established who is attracted to gag sites. Leaders and influencers are
too busy leading and influencing to spend time checking out gag sites.
So, ultimately, the main visitors that ended up on the site were
teenagers from around the world, and expat young professionals who
out-migrated from Nova Scotia seeking opportunities in other Canadian
or international cities. They clicked, they chuckled, some sent it to
their friends.
Some followed the viral into the Nova Scotia Come To Life message,
and were disappointed. The video testimonials mainly showcase
entrepreneurs, doctors, and enterprises. No representative age group
was showcased doing the things these expats fled the province to do
elsewhere. This brings us to the third and final component of this
campaign.
The product:
Regardless of how flashy the packaging is, the sale ultimately
relies on the product itself. Does the product deliver as advertised?
Is it reliable? Ultimately, the expat demographic left Nova Scotia for
a reason. They are aware of the challenges, and are in touch with the
motherland enough to know if these challenges have been overcome by the
province/city or not.
So, you want people to ‘Come To Life’ in Nova Scotia? Many believe
all Nova Scotia has to do is actually provide the product they are
peddling, not just market a false image with pretty packaging and slick
marketing. What if HRM City Council actually spent time implementing this
fantastic 5-year Economic Strategy they came up with in 2005?
I will leave you with this MSN conversation between me and one such
expat that might shed light on what I mean (look! He is using
technology too!)
Jeff Lohnes graduated from Saint Mary’s University with an excellent
record in student leadership and community involvement. Shortly after,
he left for Toronto, where he currently works for the National Speakers
Bureau as a Youth Market specialist.
"Never Trust an Operating System You don't have the Source for..."
"Closed Source for device Driver are ILLEGAL and not Ethical... act!"
"Isn't it, MS Windows a real multitasking OS?, Why? 'Cause It can boot and
crash simultaneously!"
Homepage : www.mrp-bpp.net
Gmail Account :[email protected]
________________________________
Dari: Alfa <[email protected]>
Kepada: balikpapan-ict <[email protected]>
Terkirim: Sel, 15 Desember, 2009 09:16:31
Judul: [balikpapan-ict] Ponsel Canggih?
Sudah adakah yang pake di Balikpapan?
http://www.pomegranatephone.com/
Lihat dan mari kita diskusikan
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Berselancar lebih cepat. Internet Explorer 8 yang dioptimalkan untuk
Yahoo! otomatis membuka 2 halaman favorit Anda setiap kali Anda membuka
browser. Dapatkan IE8 di sini!
http://downloads.yahoo.com/id/internetexplorer
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