Classification: Creativity: 4; Will to buy (change): 3; Empathy for the Brand: 4,1
Total:3,7
One of the first things I learned in mine post-graduation classes was that you can't mix quality and price in the same cauldron, it's like a cooker who tries to mix sugar and salt in a plate in order to cook the perfect meal which everyone will love it.
After watching the add I positioned the Comparis as a brand who doesn't make anything special than the others just is more cheaper.
It's possible that the strategy will work at a short term, gaining some consumers from the competitors, but at a long term they have to do something different, disruptive, because lowing prices is a easy strategy to imitate. And in the consumers mind when you're lowing prices, you're cutting some services, lowing your quality service, which will make the consumer having second thoughts, price doesn't matter when we are talking about health.
- Credits
- Agency: Walker Zurich
- Chief Creative Officer: Christian Schmelter
- Client: Comparis
- Head of Marketing: Michael Sorg
- Creative Director: Pius Walker
- Art Director: Golf Nuntawat
- Copywriter: Roger Beckett
- Designer: Philipp Dombierer
- Production Company: Knucklehead
- Director: Ben Gregor
- Producer: Jane Tredget
- Director of Photography: Douglas Koch
- Editor: Mark Burnett
- Telecine: Paul Harrison
- Post Production: Finish
