No reason to make a short story painfully long.
It’s Sunday and I have just finished paging through the Sunday paper finding a 12 pages colourful insert from mobile operator 3. “It’s good to be 3”, they say.
Hey, I am in the marked for this product, whatever it is, so I better read the insert. Interest increasing as there is a picture of my almost new laptop on the front page: a silver shining and attractive MacBook. Or so I thought.
Reading the visual at the insert’s front page, there is a picture of the MacBook, and in the left, low corner a product shot of the mobile router that the insert is all about. Three downsized men in science fiction uniforms are placed on the MacBook’s keyboard and watching a house take off into the air.
Main visual element is the MacBook, and the hand carrying it on its fingertips. This hand is wearing a black glove, and you see that the person is wearing a black jacket. Gloves connote “lack of intimacy”. Black gloves connote, or is often a symbol for, “stealing” or “burglary”. Things that are not meant to be shown in the open.
The black gloves are the carrying visual element in the rest of the insert, and that is what confuses me. What is the product involved here: an easy way to the internet, or is it an insert for a security firm having introduced a mobile security device preventing burglars to get away with my MacBook? Or the stuff on it. The most negative pictures are shown at pages 2 and 3 of the insert, where two pair of black gloves work on two Mac keyboards, strongly connoting that they are trespassing to forbidden information on the computers.
For a time I really didn’t know what was the message was since the visuals were so confusing. The intention of the promotion seemed to be one, and the visual execution of that intent quite another. I had to read through the whole insert to find out about the product. The promotion have nothing to do with security. It is a promotion for an easy way to the internet using the 3 mobile router.
Well, these guys could have fooled me.
I could run this insert thought the CET test to see how this promotion falls out, but I will not. It is not necessary, since the visual execution should not have left the drawing table at the ad agency in the first place. You will only get bits and pieces of a proper CET analysis. The promotion fails on at least three checkpoints. Here they are.
1. One Unified Impression.
Evaluation Scale: -3***-2***-1***0***+1***+2***+3
The is no unified impression in this promotion. It falls apart though a conflict between ease of mobile internet, and connotation of the black gloves.
I rate -3.
3. Visual and Verbal.
Evaluation Scale: -3***-2***-1***0***+1***+2***+3
The text says one thing, and the visual quite another. No consistence between visuals and verbals.
I rate -3.
4. The Simple Truth.
Evaluation Scale: -3***-2***-1***0***+1***+2***+3
Is this is a simple, easy to understand promotion? No, it is not. First and overall impression is that this piece of communication could have be done much better by being less complicated. and with fewer conflicting connotations.
I rate -2.
Since the idea is that if only one of the checkpoint in the CET checklist is rated below zero, the advertising/promotion in question is up for revision. Back to the drawing table or to the brainstorming room. This promotion from mobile internet from 3, you might even have to take a step further back.
Conclusion:
Not good, not good at all.
The 3 company has probably one of the best products for mobile internet on the market(s). Certainly their market penetration is an indication of that. They have even won several prizes for their technological solution. You really have to work hard to destroy these advantages. Promotion for their, seemingly excellent product, is from this position, no rocket science. No need to do this more complicated, and less straight forward, than it ought to be.
In the promotion, the 12 pages insert in a Danish newspaper, the company certainly do their best to camouflage their advantages. There is a severe clash between intended message, and executed message. Or more academically phrases: connotations conflicts, gestalt closure are obscure and might be conflicting as well. Expected intentionalities are not met.
You know what? Take a closer look at the front page of the insert, if you get a chance to it. I am sure that it exist in several languages on several markets. The guys on the MacBook keyboard wear gloves. White gloves.
Let me finally excuse, on this visual blog, that I am not able to show you any pictures of the insert. If I could find who the agency was, I would have asked them for permission to use an illustration. This Sunday morning. But I have no idea. Probably a larger international agency. The insert bears all the marks of an adaption.
In a proper handshake, anyway, I would never wear gloves. And the MacBook on the insert front page is not the new model. Might even be a MacBookPro. Old version.