While this advertising platform is sound for a launch commercial, it has zero value in the near future as social networking is a generic concept—any phone brand can employ it
On face value (quite literally), INQ Mobile seems to have come up with the right idea for its 3G-enabled phones. Imagine launching a cell phone at this point, in the Indian market, when there are more phone brands than jihadis in POK. Their communication strategy is simple: forget talk-time, forget signal clarity, forget keeping in touch with family, forget packages. In fact, forget talking, which is the key use of a phone. (Sir Alexander Graham Bell must be buzzing with furious ring tones in his grave). They are targeting the new gen that’s 24x7 glued to social networking sites. ‘The Facebook’ generation, so to speak.
In one sense, this is the right idea. The FB gen is the one that constitutes a huge segment for high-end phones. And this ad platform is something they’ll immediately connect with. Also, this tack provides the communication some degree of distinctiveness and style. The commercial is set in a film/ad shoot location. The director is getting ready for the next shot. One female model is seen communicating with fellow models on Facebook. A male model is seen blissfully snoring away, as another male colleague shoots his picture and uploads it on FB. And this sets off a chain of social smiles. So good time pass. All communication done without opening the mouth and bothering the film’s director. And yes, the commercial is shot pretty stylishly.
Two big problems: One, Facebook is not a unique feature on INQ’s cell phones, so the brand isn’t creating a unique, long-term identity out here. So while the advertising platform is sound for a launch commercial, it has zero value in the near future as social networking is a generic concept, any phone brand can employ it. In fact, large, cash-rich brands like Nokia can own it with a huge advertising blitzkrieg. Two, the creative rendition of the thought is poor as well. It’s great to be stylish in the execution, but if there’s no big idea going around, the brand recall will be very poor. Models yapping away on FB at a film shoot can hardly be termed a ‘surprising solution’.
Net-net: The INQ brand managers will have to quickly return to the drawing board and do two things: (A) Come up with a stupendous creative idea to milk out social networking before the rivals move in. (B) Think of a solid, unique, long-term communication concept. And INQ it before the brand ends up as just another phone in a hugely crowded category.
— Anil Thakraney