Bell – Strategy Good, Creative Meh
Posted on August 21, 2008 - Filed Under Random
I have previously posted on the “Er…Bell” teaser campaign and reveal. There has been debate whether or not the creative is good. The truth is that it doesn’t matter if I think the campaign is good, because I am not the target market. I don’t have a landline. I am already locked into a cell phone contract for the next couple of years. I already subscribe to Bell Internet and am far too lazy to change. I also live downtown in a major city and work in advertising. In short, I am not a typical Canadian consumer. Thus, it doesn’t matter what I think. It matters what Canada thinks. And only time will tell. Can an advertising campaign change people’s perceptions of a company that’s been around for more than 100 years? Or is it like when Wal-Mart changed their logo … a pointless exercise to make their board feel better about themselves?
What I am impressed with is the business strategy being done behind the scenes. It shows that (for now), Bell isn’t simply paying lip service to becoming “Better”. They are taking the steps to make it happen. Here are my three favourites:
1. HMV Partnership. Bell has done a deal with HMV to be the sole cell phone provider in HMV stores. It gives them greater exposure and more distribution around a younger audience. Good idea. But will Canadian be comfortable buying a cell phone where they buy DVDs and video games? Will people buy a Samsung Instinct when it’s displayed right next to the iPods (pretending to be an iPhone)?
2. Starbucks Partnership. Free Wi-Fi at Starbucks. Pretty simple idea. I’m a fan. Mostly because they gave me something really useful for free. How can they grow this partnership? Can they incorporate Starbucks into some sort of rewards program? Give away free coffees on the first of every month when you show your Bell cell phone? The best about this one is that they are partnership with something that is already entrenched in the lives of Canadians.
3. Re-doing the Bell Stores. Bell has remodelled a handful of their flagship stores to be WAY less confusing. They look good. They’re simpler. They don’t have me accidentally standing in the internet line-up when I’m trying to buy satellite TV. The challenge is rolling this out to the rest of their stores. It’s going to be an expensive overhaul, and some of the franchisees may not be willing to shell out.
There is no question that Bell has locked down some important strategic commitments. Now if only the creative was good enough to make people take notice…
- Christian
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2 Responses to “Bell – Strategy Good, Creative Meh”
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[...] Original post by Christian [...]
I still cannot believe how ridiculous of a let down this “er” re-design campaign of Bell’s is.
The “er” is so ambiguous. It’s not a superlative, it doesn’t immediately stand for anything, and it’s not clear what it’s relationship to Bell is.
I’ve seen the joint Starbucks ads on the subway, and they honestly look more like Starbucks-only ads than they do Bell ads.