Comments on: When to stick with or drop an unpopular ad campaign

By: Aaron Lee

Aaron Lee — Fri, 25 Jun 2010 01:35:54 +0000

Well, for one they got the “word of mouth and getting the message across that Malaysians” right. When people hate something they tell 10 peopleWhen people love something they tell 3 people I am not sure bout the concept of the advertisement though. Listening it once is alright, then when I listen it the second time it started to annoy me a lot so I'll just tune off whenever I hear it. MyEG is a catchy name though but it sounds weird saying it

By: Aaron Lee

Aaron Lee — Thu, 24 Jun 2010 20:35:00 +0000

Well, for one they got the “word of mouth and getting the message across that Malaysians” right.
When people hate something they tell 10 people
When people love something they tell 3 people
I am not sure bout the concept of the advertisement though. Listening it once is alright, then when I listen it the second time it started to annoy me a lot so I’ll just tune off whenever I hear it. MyEG is a catchy name though but it sounds weird saying it

By: MyEG TVC : Success or Failure? - Qwerty Says…

MyEG TVC : Success or Failure? - Qwerty Says… — Tue, 15 Jun 2010 16:09:51 +0000

[...] a heated discussion over at Buzzmedia :When to stick with or drop an unpopular ad [...]

By: MyEg Ad : Success or Failure? - Qwerty Says…

MyEg Ad : Success or Failure? - Qwerty Says… — Tue, 15 Jun 2010 16:00:35 +0000

[...] a heated discussion over at Buzzmedia [...]

By: TSwong

TSwong — Tue, 15 Jun 2010 09:08:08 +0000

Hi guys,Interesting comments and analysis. This is company management's take, purely for use as a case study.i) The first singing ad with Nur Fazura was aired during BPL and American Idol. It was meant to be tongue in cheeck but we did not expect so much criticism on tweeter. We wanted to pull it out after 2 weeks, but surprisingly, usage of our service soared, so we kept it on.ii) We switched to safe, informative ads after that. Wonder how many of you saw that ad on BPL and Idol. Usage of our service dropped.iii) We are investing a sizable sum of money to buy airtime during the world cup. Unlike what some of you may think, we ARE not paid by the government for our service nor funded by taxpayer's money. We are funded by usage of our service, ie citizens pay a fee to use our service, just like the tolled highways. We needed an ad which can cut thru the clutter and bring attention to our maid permit renewal service, hence we did a 'remake' of our singing and dancing ad.iv) Somehow, singing and dancing ads get noticed instantly. Personally, I don't think the ad is badly produced, it is just not what viewers would expect from a 'government service provider', which tends to be serious and talks down to the rakyat. We want to be light hearted .. why the need to be serious while paying your road tax..v) I agree our tweets should be light hearted in engaging our critics, but it is not easy to come up with jokes for every tweet, right ? sometimes the tweets, which are tougue in cheek gets taken seriously because emotions are not conveyed in written text.Anyway, I just wanted to share our experience. We are all constantly going through a learning processcheersTS Wong

By: David Wang

David Wang — Tue, 15 Jun 2010 08:18:32 +0000

LOL this MyEG ad has really hit some nerves. @Juan – ya exactly. When I needed to renew my drivers license the 1st thing I thought was to check if MyEG has that service. Silly or not, it made me aware of their service.@Kritik – having worked in a few agencies I don't believe MyEG is rationalizing after the fact. They probably brainstormed and brainstormed with not much result so they decided to stick to what was working, silly as it is.@Asif – Agree with you about @myegclub & that they could definitely do better. Unfortunately Twitter is so deceptive. It looks simple but it's difficult to really engage properly without being irritating. That may be a blog post for another occasion hehe.

By: Kritik

Kritik — Tue, 15 Jun 2010 08:02:20 +0000

What hope can a company have in branding when there is nothing consistent about anything they're doing? OK, admittedly the maid permit ad does it job. It tells us what we need to know. The Debra Henry one is just plain stupid. And their Twitter personality – they have their moments depending on ur sense of humor. But look at it on the whole… nothing consistent here. They shd fire their ad agency. Or their mktg guy. Or whoever's responsible for it all.

By: Asif Khan

Asif Khan — Tue, 15 Jun 2010 07:49:38 +0000

Hi David – As usual it is an interesting analysis of the MYEG ad. I agree that MYEG has created the buzz they wanted to around their e-Government portal, even-though the Ad makes no sense and has no relevance to their brand and services. Their maid permit ad still made a little sense and has attracted expats like me working in Malaysia on the easy application procedures.But the brand personality they carry on Twitter is quite un-impressive. I feel they are a bit confused or are not aware on their brand personality. Their tweets are rather defensive, not funny, annoying, SPAMMY, sometimes rude. I do not understand what their prime objective is for using Twitter, is it only to reply to comments in a humorous manner or something else? I personally believe they are trying to engage people but probably there is alot of room of improvement. What does everyone else think?Cheers, Asif Khan (@asifmumtazkhan)

By: Kritik

Kritik — Tue, 15 Jun 2010 07:40:05 +0000

Haha. Looks like MyEG is trying to rationalise their stupid ad by saying it's intentional. If MyEG wanted ppl to talk about their crappy ad, they could have gotten some cheap talent in a clown suit sing that crappy song and it still would have made it on Twitter. That could have at least saved them some big bucks on hiring Debra Henry, all those dancers and the choreography. Cheap talent = RM500. Clown suit rental = RM 300. Wedding video guy to shoot it = RM1500. The realisation that you're stupider than your ad = Priceless.

By: Kritik

Kritik — Tue, 15 Jun 2010 07:40:05 +0000