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My sister sent me a link to waitelss.org, a great video portal by Sprint, with funny short videos.

The videos have a high production value, and evolve around ways to save time in day to day activities. The campaign was praised by some bloggers (for example, Alternative Buzz, Random Culture, and others).

Though funny and engaging, I believe that this campaign is a great example how to take a great idea – and ruin it.

It is not that the clips aren’t great and creative. They just don’t have any relation to the brand or to the message Sprint was trying to convey.

Some of my US friends were asking me – what is it all about? What are they trying to promote? For me this are signs of a campaign with a lot of creativity but no strong message.

So, when planing such campaigns, I’d consider how do the video clips convey my message, and which hooks would lead the viewer to be engaged with it, long before I invest in fancy, engaging videos.

The only salvation of this campaign will be if copycats will create their own versions of these clips. Then Sprint might get a bit more buzz. Still it would be hard to link it to a concrete marketing message.

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