Business Irish

Wednesday 13 December 2017

Festive campaign strikes right note in downturn

Scrooge makes an unwelcome return this year as
firms battle for survival
Scrooge makes an unwelcome return this year as firms battle for survival

FOR those of you who like to keep track of these things, there are now only six weekends left before Christmas Day.

With time getting short, it's no surprise that most Christmas advertising campaigns are kicking off in earnest and next week sees the launch of mobile company Meteor's campaign.

Given the economic difficulties, however, this year's festive season is a lot different to previous years, and for Meadbh Quinn, Meteor's head of brand and advertising, that has been a key consideration for their campaign.

"This is a year where ostentatious consumer spending isn't as popular as it would have been even in 2009, so that's something we're conscious of and is something we have reflected in the campaign (the ads feature a Scrooge-like boss trying to make his staff work on Christmas Eve). People are watching their wallets more so we have to be in tune with those issues. The ads focus on collective action and the power of people and social networks to affect change."

Like most networks now, the focus is very much on the smartphone market and the added revenue that brings in. Unlike Vodafone, and to a lesser extent O2, that means almost exclusively Android-powered handsets, with no Blackberries or iPhones in sight.

Google's operating system has been a huge hit in the US and other parts of the world but is yet to make the same kind of impression here. Ms Quinn hopes this year's advertising can help change that.

"We're very happy with our range of smartphones and believe they are every bit as good as, if not better than, other phones on the market. We have looked at the iPhone but the cost is prohibitive for 18 to 24-year-olds, which is our main demographic. About 80pc of our customers are on 'pay as you' so paying €500 for an iPhone is not going to happen."

"Android is an outstanding operating system that has been very successful around the world. Would we like to see a big advertising campaign from HTC, who make most Android phones on the market here? Absolutely, but we are working hard to build up that brand awareness ourselves."

The €11m campaign will include print, TV, radio, outdoor and online. A range of agencies have been employed by Meteor, including Publicis QMP for advertising, Aegis for media, Bluecube for online. Huguenot and Detail have worked on design while Pluto are taking care of on street activity.

Irish Independent

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