A couple of days ago we received this DVD box proclaiming to be a popular Dutch movie. When we opened the box we found it empty, but for an XS4ALL flyer promoting their film on demand offering. We started thinking about the meeting where XS4ALL was talked into this promotional activity, a nervous account manager from the media agency stumbling through the slides, an over confident account director on hand to make sure the client would come on board:
Agency - “So we are going to post this hugely popular movie to
everyone to draw attention to the XS4ALL movie offering”
XS4ALL – “Won’t that be a bit expensive?”
Agency – “That’s the smart bit…The DVD box will be empty!”
XS4ALL – “Empty? But, but…”
Agency – “See? Much cheaper!”
XS4ALL – “But don’t you think people might be a bit annoyed?”
Agency – “Annoyed? Why would they be?”
XS4ALL – “Well, if I like the movie I will feel cheated by an
empty box, and if I don’t like the movie I will feel annoyed by the waste of
plastic and even worse, the waste of my time.”
Agency – “Hahaha, no, it doesn’t work that way, don’t forget,
we’re the experts!”
XS4ALL – “Uhm…OK…If you say so…”
And the worst thing is, XS4ALL is at heart an internet service
provider! Why on earth would you push them towards old school DM when they need
to be seen as a frontrunner in digital?
Q.
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