De Tele2-schapencampagne was dood bij geboorte

30 december 2010

Hoe kon Tele2 enthousiast raken over die schapencampagne? De slagzin was aantoonbaar afgezaagd, de klankovereenkomst tussen cheap en sheep heel ver gezocht en het idee van een manager/schaap totaal geforceerd. Waarom is de leiding van Tele2 ooit akkoord gegaan met dit concept. Hebben ze er zich door de praatjes van het bureau in laten luizen of vonden ze het echt geweldig?

Door de Loden Loekie-verkiezingen zijn veel mensen zich bewuster geworden van het hoge irritatiegehalte van veel tv-reclame. Bij ons is dat niet anders. Een spot kan ongelooflijk irritant zijn, zelfs zonder dat hij extreem misleidend is. Neem Tele2, veel mensen die de kabeldienstensector kennen, beweren dat dit bedrijf een belangrijke prijsbeuker is. Laten we ze op hun woord geloven, maar de reclamecampagne van Tele2, geproduceerd door bureau De Combinatie van Factoren, is van een niet te bevatten ergerlijkheid.
Je kunt je zo voorstellen hoe de eerste brainstormsessie ooit is verlopen: Oké, we hebben nu de slagzin ‘Born to be cheap’. Die is echt geweldig, maar nu moeten we dat symboliseren.

Geforceerd
Nu is ‘Born to be cheap’ ongeveer de meest afgezaagde slagzin die je kunt bedenken. Voer ‘Born to’ in in het Google-vakje en je krijgt 342 miljoen hits. Maar goed, we hebben te maken met vakmensen en die zullen wel weten wat ze doen.
Toen kwam dus het symboliseren: Hé, ik heb het. We nemen een schaap, sheep en cheap klinken toch eigenlijk hetzelfde. Zeker als je het door een Amerikaan laat uitspreken. Dus we werken met een Amerikaanssprekend schaap als manager. Die is immers “Born to be sheep/cheap”. En we bouwen die hele campagne op rond dat schaap.
Nu klinken voor iemand die een beetje thuis is in de Engelse taal, of die nou op zijn Engels of zijn Amerikaans wordt uitgesproken, de woorden sheep en cheap ongeveer evenveel hetzelfde als bijvoorbeeld de woorden oor en oog. Dat wil zeggen, helemaal niet.
Het team zit met een clichématige slagzin, een veel te ver gezochte klankovereenkomst tussen twee woorden en als gevolg daarvan een misplaatst Amerikaans schaap als Tele2-manager. Maar ze zijn nog steeds razend enthousiast en Tele2 ook. Ze zeiden toen, in 2008, ja tegen de campagne en doen dat nu nog steeds. Die ergerlijk campagne, die geheel is gebouwd op een misconceptie en geforceerde ideeën, gaat nu zijn vierde jaar in. Hoe lang nog?

Conclusie
Je kunt met de meest gammele, geforceerde reclame-ideeën komen, zolang de verantwoordelijke managers bij de opdrachtgever maar enthousiast zijn, kom je er als bureau mee weg. Natuurlijk kun je beweren dat je bewust hebt gekozen voor een absurd idee, omdat je zo het best de aandacht van het publiek vasthoudt. Nou ja, ieder zijn vak, maar de hele campagne heeft toch een loodgrijze tint.

Reacties

  1. Verplicht
    30 december 2010 - 16:09

    Ok, niet mee oneens, maar dan de aanbevelingen s.v.p.?

  2. Philip
    30 december 2010 - 20:31

    Ik vond hem dus wel leuk, al is Tele2 niet zo geschikt om als zwart schaap te dienen, het schopt niet tegen de schenen van de gevestigde orde zoals Binck of Route Mobiel.

  3. Herman
    30 december 2010 - 23:03

    Philip,
    Pas nu jij het zegt dringt het tot me door waarom ze
    een zwart schaap hebben gekozen.
    Of dingen dringen slecht tot me door of ik zie Tele2 niet als een
    zwart schaap.

    Groet, Herman

  4. Renee Teunissen
    30 december 2010 - 23:53

    Nou zeg, vond ‘m erg leuk. slaat wel aan, ken genoeg mensen die hierdoor zijn gaan geloven dat tele2 een prijsvechter is.. missie geslaagd zou ik zeggen – ook al is het niet wetenschappelijk verantwoord…..

  5. Hanny
    7 april 2011 - 13:15

    Wij zijn al jaren bij Tele2,naar volle tevredenheid,maar die Engelstalige spots erger ik mij erg aan.

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