W.I.S.E. methodology analysis of Cosmote’s “Sima Kampana”
Hello! We are Leading SCHED and this is our story!
Sofia Pavlidou vlahou eleni Dimitris Troupos Christina Baltouna
No, we are kidding, we just figured this would be a catchy line. Though there is some narrating to be expected.
As I said we are Leading SCHED and for starters we are sharing our experience regarding this semester. So our first semester in AD and PR lab has come and gone and here we are now
more confident,
more experienced,
and… WISER.
As you know the AD and PR lab of the Department of Communication, Media and Culture of Panteion University prepares graduates for working in communications, marketing, advertising, dealing with crisis and many more by offering a great deal of lessons and boosting their creativity. As a result, for this semester we took part in two vertical labs: Digital Creativity and Applied Marketing.
Both of them equally interesting, innovative and at first challenging! So much new information and numerous experiences that showed us another world totally unknown previously!
Thankfully we had the right help for this challenge! We were fortunate to meet incredible people who helped us a great deal by offering guidance, explanations, previous experience, solutions and generally…perspective! We will be grateful to them and never forget their invaluable contribution.
Special thanks to Ms Diana Birba and Mr Mark Aris who stood by our side and inspired us to get to know this field with eagerness, imagination and enthusiasm. Their words will forever be in our minds.
One thing that will stay in our minds is the W.I.S.E. Methodology of 4 WISE MONKEYS agency.
Mark Aris shared with us their course of thinking when trying to figure out if an idea will turn into a successful advertisement. The W.I.S.E. methodology consists of the following questions:
- WOW: First of all, if it is a showstopper! Is this ad interesting and engaging? Will it keep viewer’s attention? Does it have the potential to stay in their mind?
- INSIGHTFUL: Secondly, will viewers relate to it? What is the insight of it?
- STRATEGICALLY RELEVANT: Thirdly, does it successfully represent this very specific brand? Can the viewer easily and instantly figure out the advertised product?
- EASY TO UNDERSTAND: Last but not least, regarding the advertisement’s message, is it clear and easy to comprehend?
After learning this undeniably useful and easy to get technique for which we have to thank Mark Aris for, we put it in good use during a task he assigned to us and also our final project for this lab. As for his task, we were asked to find an advertisement that from our point of view best accomplishes all four aspects of W.I.S.E. Methodology.
To begin with, we picked Cosmote’s “SIMA KAMPANA”.
This ad takes place at a pretty common scenery for Greek men mostly. We are talking about the Greek army, something every man has or will go through. A soldier drives up to the military camp clearly concerned about his signal. Up until this point everyone is dead serious and completely silent. Suddenly, a fellow soldier starts by saying: “Cosmote has…”. That’s when the show begins!
Using the melody of the very well known song “Copacabana”, the soldiers sing about all the reasons they need this amazing signal Cosmote offers them, from asking their mother a question to keeping in touch with their girlfriends. They ask for it so Cosmote delivers.
As far as we are concerned, this ad is 100% W.I.S.E. since it perfectly succeeds in all four aspects:
WOW: It is definitely wow! This ad uses the second person seeming direct, music making it fun and humour which makes it enjoyable. Its quick, joyful rhythm along with the humorous parts included makes it really fun to watch. It is an ad that you don’t easily forget and this has been proven by its lasting fame.
INSIGHTFUL: It is also insightful! It succeeds in moving us or bringing back memories by dealing with a very common experience. Furthermore, the song is really famous and known to everyone and it paraphrases a popular Greek phrase (Σ’ ακούω καμπάνα).
STRATEGICALLY RELEVANT: From the start it is absolutely clear that this ad is about a phone company. If you add to this easy conclusion the iconic green colour, the soundtrack at the time (I’d love to change the world), the humour, the youthful language and the brand’s tagline slightly altered, you are faced with a quite trivial equation. Of course it is about Cosmote and of course the ad is strategically relevant.
EASY TO UNDERSTAND: The message is direct and very clear. We provide you with the strongest signal anywhere you need it, just because we want what’s best for you. Nothing hidden here!
To sum up, there is no doubt that “Sima Kampana” is a perfect example of a W.I.S.E. TV spot since it catches our attention, touches us, is imprinted on us, reminds us of the specific brand and simply tells us what the message is.
