Can-do campaign ideas from M&C Saatchi
Dr Mumbo has certainly been enjoying the commentary around M&C Saatchi’s rebranding of CommBank with the new “Can” positioning. He can even see the merit in teasing it with the “can’t” element. It’s M&C Saatchi’s’s first major work since being added to the roster.
He also enjoys a link just sent to him – anonymously – to a story from Marketing magazine in the UK from way back in 1999. Marketing reported:
“BT will unleash its biggest marketing assault on the UK business market this week, with its first advertising campaign through M&C Saatchi.
“The outdoor, press and radio drive introduces a new BT catchphrase, ’You Can’, aimed at senior businessmen and decision-makers.
“This is the first work for BT from M&C Saatchi since it was appointed to its roster in February this year.”
And it goes on:
“Focusing on the idea that chief executives hate the word ’can’t’, poster sites on major routes into London will initially carry a teaser campaign reading simply ’Can’t’.
“After a few days, the teaser will be transformed into ’Can’ with paint, eggs and graffiti, above the line, ’BT. You Can.’”
Indeed you can. Again and again, it would seem.
Intriguingly Dr Mumbo hears that M&C Saatchi in Singapore also proposed a campaign idea for retailer Courts. The proposal (which didn’t win the account): “Courts can”.
Yes! Nice one Doc.
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Gawd that’s an ugly bust dr mumbo.
How much did mr lark pay to rent this idea for CBA?
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LOL noice…..!
Stupid idea anyway……
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Did it work for BT?
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Really disappointed they didn’t go with “All the other banks are a bunch of Can’ts”
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“Can we really sell an old campaign to our newest client?” Yes you ‘Can’!
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ouch, thats gotta hurt.
surely people knew?
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Far Canal
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This is drawing a hugely long bow to say a 13-year-old campaign in a market on the other side of the world in a completely different product category could have anything to do with this, in the here and the now.
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