From all the techniques available out there in order to do an excellent promotional campaign, comparison never stops to amaze me. To what lengths can brands come to say that they are better than their competitors? Now, I must say, here in Mexico that’s not permitted to do, it just can take levels that one can only imagine.
But for example, in my daily reads, especially around technology, I find commercials, or campaigns suggesting the reader to switch brands. The latest one I saw was included in “All Things Digital” where Verizon has now iPhone in its cell phone collection. Its main competitor? AT&T. In the ad, they published a poll in which they asked AT&T consumers to say whether they would switch from their current carrier to Verizon ceteris paribus on their iPhone model. Here’s one of them http://www.youtube.com/watch?v=37NKnDRPFKU
As I saw the variety within the campaign, I realized that what made people consider the switch was the fact that Verizon would offer faster Internet access to download, share media, email, and overall use of a turbo speed to do so. People’s need for speed does not only come in fast cars anymore, but in the urging need to stay connected and instantly informed. Anyone who doesn’t step up to the plate and fulfill that itch will suffer the comparison battle.