I guess I am what would be technically called a "heavy cinema goer", going at least every month on average. I had previously thought that this might explain my increasing annoyance every time Mr Dresden & his sidekick Elliot appeared on the screen in yet another one of Orange's "don't let a phone ruin the film" spots. But naturally being a consummate communications practitioner I am wary of "sample size of one" insights. And you've got to give credit it Orange/Mother - their cinema work has been a case study in building long term brand association. As explained in their recent APG Creative Strategy award entry.
But as a punter? Correct me if I am wrong but surely these spots have become just plain annoying now? This really came home for me last weekend in my local cinema. The auditorium was pretty full, and when Dresden appeared (this time with Juliet Lewis) there was an audible groan amongst the cinema goers. And no doubt for those who didn't groan were influenced by the groaners, making the feeling that "perhaps these are a bit tired now" spread.
Just goes to prove that sometimes nothing beats a bit of first person involvement in the experience a brand is creating, however well perceived, researched or audited the communications or creative strategy is.
Angus
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