I just love this commercial for Smart Play by Cosmote, a major telecom provider in Greece. The choir includes men and women with mobile, landline phones and laptops all producing an operatic melody.
My favorite part is the “blah blah blah†and “click, click, click." The musical score was created specifically for this commercial. The ad was created by Bold Ogilvy.
Implications - The embracing of technology -- specifically celular technology -- by companies is extremely appealing in the eyes of consumers. When a company can convey that they are tech-savvy, consumers are far more likely to consider them not only authentic, but reliable. Demonstrating that your product or service embraces technology will make it seem like you are keeping up with consumer demand and societal movements in general.
What Makes This Trend Stand Out
- Embracing Technology
- Companies showcasing their technological prowess to appeal to consumers and establish authenticity and reliability.
- Telecommunication Innovation
- Cosmote Telecom's use of opera and musical composition in their commercial highlights the potential for creative and unique approaches in the telecommunication industry.
- Consumer Demand for Tech-savvy Brands
- The increasing reliance on technology in society has led to consumers seeking out brands that demonstrate an embrace of technology in their products and services.
Sectors Adopting This
- Telecommunication
- The telecommunication industry has an opportunity to explore creative advertising campaigns that effectively blend technology and artistic elements.
- Music and Advertising
- The use of music, such as opera, in advertising campaigns presents opportunities for the music industry to collaborate with brands for innovative and attention-grabbing commercials.
- Consumer Electronics
- As consumers increasingly value tech-savvy brands, the consumer electronics industry can leverage this trend by promoting their products as part of a modern and connected lifestyle.
