Dentyne launched a new campaign recently that aims to take folks back to the good old days when computers weren’t such a dominant communications tool.
The problem? While the ads themselves are well fairly well executed, the main call to action is to GO ONLINE to a Website at makefacetime.com to check out some ways to connect…offline. So let me get this straight? On one hand, you’re telling us that electronic communication is jeopardizing the personal connections that we used to have before technology infiltrated our lives. Then you turn around and tell us to go online right in the very same ad?
I just don’t get this ad strategy. I can’t help but think of this as opportunity missed. Yes, the Website supposedly shuts down after 3:00 (In reality it is MUCH more than 3 minutes), but wouldn’t it have been smart to use a strategy that didn’t rely on digital communications? Go guerilla. Use outdoor. Direct mail. Product giveaways. Flash mobs of cuddly people. Anything. Just don’t go digital when what you’re preaching is to unplug.
That’s my $.02
Garret Ohm
http://www.orange-element.com
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I saw this campaign when it first came out and had the same feelings. I think the use of a timed website does a good job at getting the point across to get that personal contact, but you’re right, sending people to a website to convey that message seems a little hard to understand. Plus, who could turn down flash mobs of cuddly people?
That is kinda lame. Must have been the client’s idea.
Now everyone is talking about the American economy and eclections, nice to read something different. Eugene