So the fight goes on

So looks like the fights goes on between HK Broadband and PCCW. My brother sent me this Flash comic (click onto the above image to see). I guess it is an eDM sent to internet users. It is bascially laughing at the credibility of PCCW's coverage of optical fibre. There are several things worth noting about this fight-back initiative. First it picked the right channel talking to internet users via eDM. Second there is no censorship on the net. Hence, it can push it to limit in term of compeitive message. You just can't show this on TV without getting banned. Finally it is very clever to use animation/comic to continue the campaign (I'm aware that it is using the same approach for print ads and outdoors). It is cheap and fast to produce. The felxibility would enable it to react to any competitive move of PCCW. Don't know whether it is by accident or something planned. If it is the latter, the agency and the marketers in HK Broadband must be really really smart. They should get an award of some kind.

Comments

Anonymous said…
after pccw launching the ad fight against to hkbn, this comic ad was posted on newspaper two days later.perhaps, hkbn can't tolerant ridiculed by pccw which point out their network is limited. actually, either pccw's ad or hkbn's ad are interesting and meaningful. however, i wonder launch ad fight against toward competitor would really increase the market share and profits??
4:59 pm
Anonymous said…
Hi Louis,
This is my first time to leave msg here. This blog is very useful for me in exploring my marketing sense.

You are right.
HK Broadband had launched that comic as a print ad in HKheadline.
11:43 pm
Louis Lau said…
Well, no one knows whether these competitive ads will increase market share and profit at the end. Maybe. Maybe not. We don't work in either company. In fact, I also wonder why HK Broadband, as being a smaller company, has so much money to do all these. I would leave it to their evaluation and stay as an observer of their fun acts !
12:00 am
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