Our ‘New Number 2 in DSL broadband’ campaign has been running for about a month now. So far, so good really. I’ve have a pretty good mix of people telling me they love it, along with a number who don’t. I try not to take it personally when people don’t like my ads, but I always do. The thing I always say to myself is “What’s the objective?”
The first time my wife saw the ads she chose not to comment (what does she know anyway?). My dad tells me he likes them but has no idea what I’m selling. But, subsequently, both of them have said “…you’re number two in DSL now I see” – job done.
A comment I saw recently on Twitter has stuck with me. “So unoriginal” was the post. While I silently raged, it got me thinking. It took me back six months when we first uncovered the campaign insight. What we needed to do was to tell people something. Something big. Tell people that we were big. It’s not overly exciting to be honest, but it could be the difference between a customer choosing to make us their ISP or going elsewhere. So the message needed to be clear, ‘iiNet is a successful business, with scale’.
I know this campaign probably won’t win a Golden Lion for creativity, but we hope most people will accept we’re not making art, we’re selling stuff – and trying to crack a joke or two. After all, even the people that hate the ads have at least remembered them. The campaign is an investment in the long term success of our brand, and the right move to make (if these blog posts stop all of a sudden then I might have been wrong after all).
The core thing to understand long before you start is what the objective of the campaign is and how that feeds into the overall success of the organisation. Personally, I’d trade Gold Lions for amazing effectiveness measures any day of the week.