So for my first post- which advert or campaign do I think meets The Squared Factor this week? You’ll agree with me on this one- the ‘Ready for Your Big break’ campaign by The East African newspaper. It is also the same campaign that for a long while, I’ll be using for others to measure up.
As a regional and weekly newspaper, we expect The East African to carry the recent and most weighty news and resolute analysis on politics and business that impact on the region. The newspaper has not failed to cut its image as notably the most authoritative on such matters, and it’s advertising has carried the same tone and message. The East African positions itself as the one source for facts backed up by research, exposing you to diverse perspectives to help you understand the East African region.
The ‘Ready for Your Big break’ campaign is currently running on both print and electronic media. The concept has been executed different ways, but with the same consistent message. The Campaign broke with a television commercial (placed in prime time) and reinforced by half-page ads on the Daily Nation.
The ad opens with a Business Man (CEO) and his Assistant (or Manager), as they are taking a cab to a business meeting. Whilst in the cab, the CEO strikes a conversation with his manager about how its getting difficult to set up shop in the country, despite the change of government. At one point, the manager is unable to contribute to the discussion at hand. The cab driver picks up on the conversation, engaging the CEO with deep insights on the market happenings.
On arrival at their destination, the CEO hands over his business card to the cab driver, much to the chagrin of the manager. The cab diver had caught his big break. The same concept is carried on to the owner of a fabric processing plant as she holds a conversation with the manager down at the plant. Again, when the manager seems to stutter, one of the casual worker’s confidently answers her questions on how they are going to break even with the high cost of raw material and energy. The worker catches his break then, and he gets promoted.
The print ads carry on the same concept. But how does the campaign pass the same message as the one television ad? Imagine yourself seated next to Chris Kirubi or Bob Collymore- on a flight, or at the same table during marketer’s night. Would you strike a conversation with either of them and be able to sustain it with industry insights or a different way to approach, say for example, social media and how it affects an organization’s bottom line? You tell me.
- Psst! Note the QR code on the print advert. It links to the East African Tv ad on your mobile phone, further taking the campaign to a mobile platform. (The QR code is a discussion for another day)