URC’s FAB Drink Online Campaign
I was browsing through the articles on PEP when a commercial suddenly popped up on the uppart part of the web page that I was viewing. Apparently, it’s the latest campaign by Universal Robina Corporation for their new drink – FAB. Let me just share a few points that will hopefully help them improve their next online campaign because they’re so much more that they can do.
Videos load slow… especially in the Philippines.
That being said, it’s really annoying to watch and hear a choppy video being played. If you really want a video to be included in your web banner, I strongly suggest you lower the resolution so that it loads faster. I’m using a Bayantel 2.5MBPS connection and the video was still choppy. What more for the rest of the country which usually accesses the internet through internet cafes (shared bandwidth = slower browsing)? I’m not saying that using videos in online placements is bad – you just have to make sure the local network infrastructure of your country can accommodate it well.
Invest in a decent website or microsite
Let’s say that you do get the attention of the readers of PEP through the ad and that they actually do what you want – they click the banner! Wooo! What happens next? In this campaign, users that click the ad are directed to what looks like the corporate website of URC. Yes, it has pictures of the drinks and a press release after… but whatever happened to the girls wearing the short T-shirts which was the main theme in the video ad? The ad had no relevance with the actual site.
To fully maximize the power of the internet, you have to go beyond the traditional way of mass media marketing. This is not just another “space” where you literally copy paste your ad campaign that you used on TV/Print/Radio. With New Media, you’re only limited by your creativity when it comes to possible campaign executions. Follow me on Twitter or add me up on Facebook! You can also Subscribe to New Media Philippines by Email.
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3 Responses to “URC’s FAB Drink Online Campaign”
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Interesting article…agree with the points you made re: materials for online. Marketers make this mistake all the time. Thanks.
Thanks Eleanor. I’m actually trying to find a contact in URC so I can send them the link to this article, haha. My batchmate who worked there before transferred already to Del Monte. ><;
[...] Internet Marketing is a science and an art. You have to learn it. You cannot just apply everything you know about mainstream media and expect to be a great marketer. It’s an entirely different subject matter, one that requires study and experience. A lot of big companies repeatedly make mistakes like this. Remember URC’s FAB Campaign? [...]