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Etisalat’s postpay package: big statements, limited impact
CLIENT: Etisalat PRODUCT: Postpay packageMEDIUM: Print/Daily Mirror (Sri Lanka)MARKET: Mobile phone users looking for flexibility ATTRACTION: For us, the attraction stems from the luminescent green of the background set against the solitary “NO” of the visual. This combination works well – the positive optimism of the green and yellow background hues is in contrast to the negative associations with the word “NO”, causing us to feel one thing, but be told another. To resolve this tension, we read on… POSITIONING: Very good, both physically and relationally. Physically this ad is one of the first you come across in the paper, and is well embedded amongst the domestic news, suggesting readership would be high. Relationally, whilst the quintessential telco ad goes for technology, products, offers, and sometimes lifestyles, this goes for feeling. A clever move that immediately distinguishes Etisalat from its competitors. Etisalat's brand colours are incredibly powerful, and provide the canvas upo
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