Digicel “big buss” more of the same.

It seems we have lost all sense of new and different, and a willingness to think way out side of the proverbial box in the Jamaican advertising industry. Digicel Jamaica launched this week its latest summer promotion, and quite frankly I’m very disappointed. All I saw was the rehashing of the same promotion they do every year. Nothing new, other than their much touted new rhythm and ohh the new dance move. Coming from a different generation and time zone, these two elements did not appeal to me. The attempt was not so much to attract new customers, not that there is much left for them to get, but more to appease the reportedly 2 million they currently have. So was this major expenditure worth it. Apparently so as Digicel takes their customer base satisfaction very seriously and will spare no resource to keep them corralled.

LOVE THE NEW LOOK LIME

As one person commented to me, it’s like moving from night and day, from black to every colour of the rainbow, but hey guess what I like it. The change in colour scheme I believe will do a lot for the brand and company in terms of perception and affinity. The new bright colours are positive, cheerful and happy, just what they need right now. How long before they change the colours of their commercial vans, which look more like funeral hearse. Well the sooner the better. They have also redone the website take a look www.time4lime.com.

But I have to ask, why launch a promotion now, 100days of summer promotion at that. Right now Jamaican and rest of the world is focused on the world cup, so your not going to get much attention and to top it off Digicel has also launched their summer promotion “ Just Buss”. So why now? It seems they just cannot get it right.

WATA does it again

Now here is a brand that knows how to execute outside the box. Their latest television commercial and there are quite a few, continues on the theme of presenting what can only be described as a very mundane product – water – in a very interesting and creative way.

KFC has awakened my senses

The new KFC “All senses required” campaign hits the spot. The campaign I understand was not developed in Jamaica, but is part of a regional campaign adapted for each Caribbean market. The television execution supported by print and outdoor is proof that less is more and keeping it simply works.

Trailer load of TV advertisements

It seems that television advertising production is on the upswing as a number of companies have produced and launched multiply television advertisements. Television advertising production is not cheap and placement costs in prime time is just as expensive, so when companies launch two and three television advertisements in prime time it’s a good sign that things are starting to happen and pickup again.

Well that’s all from me for now.

The ad critic

Send comments and feedback to theadcritic381@gmail.com