THE CONTENDERS
MTN PULSE VS ETISALAT EASY LIFE
MTN PULSE
The advert opens with Music rave of the moment Davido
introducing himself and telling us how life is so much easier for him with MTN
pulse. His speech however isn’t clear enough
and we hardly could make out what he was saying. So he gets ready in the
bedroom, goes downstairs to the living room where he exchanges pleasantries
with some pals and heads to the studio to do His thing.
ETISALAT EASY LIFE
At the beginning to this advert, we see a formally dressed
man sitting closed to a magnified weight balance telling us he is about to
explain to us why the easylife package from etisalat is so economical. He the
goes ahead to explain in details how much is charged for subscription, how much
call are charged to different networks and how much is refunded if the service
is not used so that at the end of the AD, the gain part is far heavy than the
pay side of the weight balance.
OBSERVATIONS
The two adverts were shot in Nigeria and developed by
Nigerian companies. While MTNs decision to use Davido to push the concept was a
wise one since the product being advertised is basically for the young and young
at heart, his speech was not clear enough and at the end of the advert, we didn’t
understand what the product being advertised was all about.
The etisalat advert on the other hand was clearer simple and
explanatory. The developers of this concept needs to be applauded no doubt because the whole easylife package
is a bit complex but their goal must have been to simplify it in the best way
possible so that whoever sees the advert for the first time immediately
understands the whole concept and that they did so well.
Table 1 SCORE SHEET
|
FACTOR
|
MTN
|
ETISALAT
|
|
PICTURE
QUALITY (20)
|
15
|
17
|
|
SET (10)
|
7
|
7
|
|
PROPS (10)
|
5
|
7
|
|
CONSEPT (20)
|
8
|
15
|
|
CUSTUME (20)
|
13
|
15
|
|
CLEARITY OF
CONSEPT (20)
|
8
|
18
|
|
TOTAL (100)
|
57
|
79
|
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