Thank you for Please Spam Responsibly #holidayspam…despite not being a sophisticated, or even engaged, social media user (especially on holiday), it makes me smile every time I see it.
The combination of Social Proof (one of Robert Cialdini’s 6 key principles of influence), and the satirising of both social media behaviour and language (tanningfails and #livelikealocal) brilliantly bring to life what could have been a fairly functional claim.
Now I don’t know whether or not that’s a genuine point of difference, representing a truly innovative aspect of your overall service package and pricing plan (vs. EE, Vodafone, O2 etc)…but because you’re claiming it in such a differentiated way, it might as well be. It’s what people will remember you for.
And thank you for casting Michael Buerk to do the voice over. What a perfect choice, given his newscaster and 999 history. He delivers his lines brilliantly.
As he did in this wonderful, much written, complained and probably tweeted about ad from Marmite: