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MTN Fast Link Internet: Of the Stepping Feet and The Three Easy Steps
- By Ikem Okuhu
- Published March 22nd, 2010
- BrandWorld
- Unrated
ADVERTISERS have long battled to overcome the challenge of delivering comprehensively, their messages within limited time. The fact that consumers, bombarded with millions of information streams on a daily basis has created a situation where those with messages are increasingly getting locked out by consumers who just would not spare a few seconds for that all important advert. With the invention and spread of “remote” control, the television audience would rather spend 60 seconds flipping channels than wait through the next 30 second advert. So what should the advertiser do? Make his message as entertaining and engaging as possible and compress his message such that delivery is complete in flash.
Not many advertisers have been able to accomplish this however. Sometimes, it just seems difficult to get this done. But I have watched the newest TVC driving MTN’s data product and I a certain that the egg heads at SO&U Satcchi & Satcchi did well to deliver an exciting, entertaining and cunningly descriptive message that will certainly take the MTN Fast Link Data Card very far.
The TVC begins with a phone call to a lady (probably a secretary. The viewer understands from the phone call that a certain person (boss, customer – your imagination fills the gap) is close to the office and would want some documents downloaded and printed. In a market known for its slow internet connections, the lady peeps through the window to confirm what she was being told – that the person who needs to documents is right in front of the office.
In a flash, she moves towards her desk, doing a somersault across the table straight into her chair (why should someone somersault in an office? For interpretation purposes, this immediately communicates flexibility of the product).
Then begins the subtle demonstration of how the product works. Step one: A car pulls up and a foot steps on the floor outside the office while the lady picks up an MTN Fast Link Data Modem (somewhere on the screen is also the message “Step One: pick up an MTN Fast Link Modem. Step Two: The person from outside moves into the building. This also clearly reinforces what MTN wants users to do with the selected modem – Select an activation plan. As the man takes the third and final step into the office, the lady also takes the third step in the process which is to “connect.” This done, the document is sent to the printer and in a flash, she somersaults to the printer, picks up the already printed material and is at the door handing it over but not before asking the mischievous question “What took you so long?”
This ad effectively demonstrated effectively demonstrated speed, which is what users of internet modems want. To make the message more credible was the subtle comparison with movement. Viewers leave with the strong tak-out that the product is fast, flexible, mobile and can be activated in three easy steps. The fact that it avoided the usual practice of using voice-overs to pontificate makes it different and convincing. And all these in 30 seconds!
Thumbs up!
Not many advertisers have been able to accomplish this however. Sometimes, it just seems difficult to get this done. But I have watched the newest TVC driving MTN’s data product and I a certain that the egg heads at SO&U Satcchi & Satcchi did well to deliver an exciting, entertaining and cunningly descriptive message that will certainly take the MTN Fast Link Data Card very far.
The TVC begins with a phone call to a lady (probably a secretary. The viewer understands from the phone call that a certain person (boss, customer – your imagination fills the gap) is close to the office and would want some documents downloaded and printed. In a market known for its slow internet connections, the lady peeps through the window to confirm what she was being told – that the person who needs to documents is right in front of the office.
In a flash, she moves towards her desk, doing a somersault across the table straight into her chair (why should someone somersault in an office? For interpretation purposes, this immediately communicates flexibility of the product).
Then begins the subtle demonstration of how the product works. Step one: A car pulls up and a foot steps on the floor outside the office while the lady picks up an MTN Fast Link Data Modem (somewhere on the screen is also the message “Step One: pick up an MTN Fast Link Modem. Step Two: The person from outside moves into the building. This also clearly reinforces what MTN wants users to do with the selected modem – Select an activation plan. As the man takes the third and final step into the office, the lady also takes the third step in the process which is to “connect.” This done, the document is sent to the printer and in a flash, she somersaults to the printer, picks up the already printed material and is at the door handing it over but not before asking the mischievous question “What took you so long?”
This ad effectively demonstrated effectively demonstrated speed, which is what users of internet modems want. To make the message more credible was the subtle comparison with movement. Viewers leave with the strong tak-out that the product is fast, flexible, mobile and can be activated in three easy steps. The fact that it avoided the usual practice of using voice-overs to pontificate makes it different and convincing. And all these in 30 seconds!
Thumbs up!
