Back at Vodaworld’s website this morning in the hope of discovering that upgrading my wife’s mobile phone may lead to the free acquisition of a PSP or iPod nano or something, I was horrified to discover that Vodacom’s newest strategic partner is none other than Madame Tussaud’s Chamber of Horror’s (see image above).
No, seriously, it seems that Vodacom have linked up with none other than the Rolling Stones to promote audio and video streaming via Vodafone Live!. This “strategic move” can only be one of two things; really smart or spectacularly stupid.
Let me explain myself – Vodacom have punted Vodafone Live! as a “whole world on your cellphone”, which consists of “sport, games, music and pictures”. Now my relatively inexperienced marketing brain tells me that the prime target market for Live! features would be Millennials, our 13 to 21 year-old techno-savvy, gadget-loving young snots. I cannot see how Vodafone Live! features add value in the business environment whatsoever (based on what’s been advertised), but if you can prove me wrong I’d love to hear it. 3G, definitely. I use 3G functionality daily. But Vodafone Live!’s butt-naked dancing mongoose simply doesn’t rock my world.
Which is why you’ll understand my surprise at the choice of musical artist used to promote Vodafone Live!’s music download capabilities. I would understand Green Day, Good Charlotte, Linkin Park, 50 Cent and the like to be natural choices. But the Rolling Stones!!? I have nothing against the Stones, believe me. But I just cannot see how they appeal to a Millennial market.
Unless of course, as I alluded to earlier, this is an attempt to attract an “older” market, in which case I can see how our heroine-fueled grandfathers would be a given.
Below is another add from the same site, advertising the same product. Now the language is Millenial – with the Crazy Monkey gang being a talking point countrywide amidst the release of their feature film. Is this paradoxical approach intentional? Or is someone horribly confused?
Vodacom usually “don’t need no education” when it comes to effective marketing, but this way they’ll “get no satisfaction”. It’s like my old man always says – a Rolling Stone gathers no Millenials.
The Rolling Whats!?
Having not seen any of Vodacom’s latest ad campaigns I’m only taking a stab in the dark here. But the Stone’s are iconic … everyone knows the Stone’s … don’t they? And they’re cool. I mean, who else can pull off the “rock legend” look at that age and still get away with it?
The Stones are iconic? Abso-frikkin’-lutely. I think they’re exceptional, if not a little strange (I hyperbolised lyrical in the article for effect :)).
But I maintain that Mick and the gang are simply not going to attract 15 year-olds. Bono, maybe, but Mick – no. That is, presuming Vodacom are targeting that market. As I said before, if Vodacom are trying to expand a boomer audience, they’re going about it right.
I agree with you Mike, My teens don’t even know who the Stones are.
and I don’t think older Boomers would want or need Vodofone live.
Well, I’m supposed to know who the Stones are but I’ve never really liked their music – well, not to the point of wanting to download any of their stuff off the net (hee hee) – which would be a pre-requisite for buying the cd.
I’m not so sure. I think there is definitely a niche for the boomers here. Maybe not so much in SA (?) … but when I look about me (in London) on the train on the way home … it’s packed with “30-something” commuters. And most of them have the latest whizzy gadget, or are listening to their iPod while intently typing up a text message on their phone or blackberry.
If you check out the Vodafone.co.uk website and look at the images on the Vodafone!Live section, it’s all about the boomers & BYT’s … not the average 15 year old. Beside’s … how many 15 year olds are interested in the weather or news? (Another Vodaphone!Live service). So I think that this is targeted at a variety of age groups which is why there is a variety of content available. But that’s from a UK perspective. SA might be taking a different route in who they’re hoping to target but just using the marketing tools that are already available … which might be why it seems like a mixed message.