Transcript TDC-Naturists.pptx

Thomas Simpson & Islam Abzorov
Agenda
 TDC – introduction
 TDC’s promotion campaign
 Purpose of campaign
 Popularity of campaign
 Effect of campaign
 Cultural approach
TDC: introduction
 Danish provider of:
 Mobile connection
 Landline
 Broadband
 Mobile Broadband
 Cable, digital and IP TV
 TDC Play
 Established in 1990 as a national landline provider
under name ”Tele Danmark”
 In 2000 renamed to TDC
TDC promotion campaign
 Promotion campaign ”Naturists” launched in October
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2009
The TDC campaign is handled by People Group and
executed by prestigious Wibroe, Duckert & Partners
Story telling based on a married couple with a special
hobby
So far 21 different commercials with Claus and Britta
Different range of focuses:
 TDC Play
 Special offers
 Different products
Purpose of campaign
 Grabs Attention!
 Entices viewers to look for more information on TDC
along with the spokespeople portrayed in the
advertisement.
 Regain market share lost to new options within market
 Create brand image that is viewed as more up to date
 Emphasizes back-to-basic products for consumers,
without technical jargon and attribute based
approaches.
Effect of campaign
 Critisisme:
 Naturists association in Denmark
 Failure to understand the purpose
 Increased attention
 Viral marketing
 Sleeper effect
Popularity of campaign
 Own facebook page with 160000 fans
 Regular updates
 TDC’s own facebook page: 2400 fans
 Brittaskrop.dk(Britta’s body)
 Cksolutions.dk
 Two Danish comedians: Peter Frödin(as Britta) and
Kirsten Lehfeldt( as Claus)
Questions
 Which cultural differences do you see between
Denmark and USA, based on the commercial?
 What would you think if you saw these commercials
on American TV channel?
Cultural approach
 Promotes good-will and appeals to middle aged
technology users.
 Perceptions
 Sex doesn’t make product sexy, just gets attention
 Humor is typical for Danish society, but is not for
western culture
 More Irony, different points of humor
 Lifestyle for the Danes is different
 Villa is considered middle-upper class for Americans,
typical for Danish
Sources
 http://inspiration.tdc.dk/element.php?dogtag=p_ins_
cb_film
 http://om.tdc.dk/publish.php?id=22541
 Cksolutions.dk
 Brittaskrop.dk