Hutch Pink Ticker

By Ekalavya B • April 15, 2007

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Well I just talked about how something like ice cream has been taken to the interactive platform, here I’d like to talk about a TV campaign which could have definitely used the internet medium to achieve greater sales.

I’ve seen this AD almost 20 times on TV in the last 2 days. At first I found it rather stupid - but this is those sort of ads which grows on you. The more you see it - the more you like it! Especially the background jingle is really cool and there’s also absolutely no voice in this Ad.

If you’ve not seen it yet, have a look here:

Well the pink ticker as the ad points out is a pink scroll of news headlines for your mobile phone.

Well in the ad one sees the ticker scrolling the streets, swimming pools, pipes, buildings etc. It definitely manages to get the message across.

Now why am I suggesting the Web medium as the perfect place to compliment such an ad?

Firstly, the product requires a GPRS enabled phone but more than that - it is targetting individuals who have prior knowledge of GPRS and at least understand the internet.

Secondly, the message can be put across in a very efficient manner.
Imagine logging on to rediff.com and this ticker runs across your page. Just as you send an email - the ticker runs across the page along with the confirmation. Just as you complete playing your favourite game at Zapak, the ticker runs across the page with your score. Many other places come to my mind where Hutch can reach out to me and inform me about its pink ticker service.

Yes, this will definitely be a little in-your-face advertising and some users might even find it intrusive, but the impact it will make cannot be denied.

Banner ads no longer work efficiently - and every one knows that, innovation is what is going to count in the digital marketing space and we are hoping to see a lot of traditional companies use the web and web 2.0 tools to engage their target audience.