Whoa. There's much to be said about a PROPERLY done viral. And this ain't it. Although there's no doubt Australia's BankWest is paying homage to OfficeMax's Elf Yourself, sometimes imitation isn't the best form of flattery.Here, instead of your 5-year old niece and nephew shaking her elfin moneymakers, you're treated to a grainy, YouTube-esque video of 3 kittens singing and spelling out your name. But that's only if you listen for it.
On my first go, I couldn't make out a single word being said. The throaty lead kitten could just as well have been voiced by Ronaldo Martinez (you know, the guy with a hole in his throat from the anti-smoking ads) and the left kitten barely pronounces each letter (Was that N-A-O-M-I or A-A-E-E-I?).
If you're going all out with a web viral. At least do the following: a) be relevant, b) have a point that ties into your main message, and c) be quirky in a way that fits your brand. What do kittens on a porn set have to do with banking? Beats me. Maybe I'll just have to visit Australia.
Try it for yourself here.
2 comments:
LOL I'm going to check with my Aussie roommate about this and see if she has any thoughts...
Hey, have no fear. We hate this here in Australia too. It's ridiculous, for all the reasons you state - irrelevant to their message, poorly presented, unintelligible. Oh, and patronising. Seriously, guys, you don't need to 'conduct happiness research' - just introduce reasonable fees, interest rates and levels of service and voila. It's not rocket science. Can only wonder how much they paid for this gem of an idea.
They follow it up with the ridiculous statement "Kittens make people happy by reducing stress, so we created [a low-rate Mastercard] to take the stress out of credit card bills". Go ahead - make sense of it. I dare you. There's some connection between kittens and credit cards in there that I'm not getting. Sheesh. These are the people we trust with our money.
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