2005 – Cellcom I Mode – McCann Erickson
Three million dollars to teach Israelis to count to three in Japanese
Israeli wireless telecom provider Cellcom imported from Japan DoCoMo’s I Mode, a cellular content platform. Sure of itself, as companies tend to be in this period of late capitalism, the company did not bet on its customers’ positive experiences to gradually conquer the market. Instead Cellcom spent 3 million dollars (count them, ichi, ni, san million dollars) on a marketing campaign that would not stop.
After weeks of broadcasting a teaser, promising, how cliché, ‘the next big thing’, the company used TV ads to introduce the technology, and newspaper ads to explain why we must have it.
Surely enough, with so much hubris – the wrath of the gods had to produce a tragic end. The service was a complete failure and people today do not even remember what Cellcom I Mode is.
2005 – Tnuva – Shoko Shock Milk Chochlate Drink – McCann Erickson
10 million dollars to downgrade a succesful product
Leading Israeli food company Tnuva, have launched a new product, investing 8 million dollars in research and development, and 1.5 million dollars in marketing. This might be a good example of ad agencies creating a need for their own services, as the new product, Schoko Shock, replaces two older products, Schoko Carlo, and Schoko Buddy, which were very popular. Of course, Tnuva could not be bothered with its customers trying out the product and deciding for themselves. Oh, no, the company would have none of that. Instead, as part of the marketing campaign, the company published an apology in the newspaper, falsely stating it cannot produce the product fast enough, as it is flying off the shelves.
Surely enough, with so much hubris – the wrath of the gods had to produce a tragic end. After so much money spent, the new product sold less than the old products, as it did not have their good reputation.
End of Part 1