Cadbury’s UK Mobile Ad Campaign, Unilever’s US Mobile Ad Campaign
Chocolate maker Cadbury’s has launched a mobile advertising campaign with a banner of O2′s i-mode homepage. The ad banner “gives people the chance to win a cash prize of
Chocolate maker Cadbury’s has launched a mobile advertising campaign with a banner of O2′s i-mode homepage. The ad banner “gives people the chance to win a cash prize of
“This is the first mobile advertising campaign to run in this country”?
Really? How exactly to marketing execs get away with saying this kind of thing? Why give it column space and therefore credibility? Surely it is better to crop questionable content, if adding editorial comment is not feasible?
Presumably Ogilvy, or possibly just the exec in charge of the Cadbury account, is so clueless that he/she really believes this. That to me should be taken as a strong suggestion to any brands looking for mobile work to go with someone else, possibly someone who actually understands that a page for taking contact details and a banner ad on a (minority, failing*) operator page is not revolutionary.
* eg. http://www.imodestrategy.com/2006/11/061126_weekly_i.html#61126-1