Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.
First, the commercial…
They turned this 60-second radio commercial into a 37-second radio commercial by spending the first 23 seconds trying — without a hint of success — to be cute.
The Big Message? Kaiser-Permanente has discovered you can use the Internet to…do stuff!
Wow!
I mean, they must be the first business to realize its customers can do stuff online.
But….Is it wise for Kaiser-Permanente to run the risk of other health providers hear about this exciting new competitive advantage?
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When you post something on this blog, you retain the right to use your words elsewhere.
I get to use your words elsewhere, too: in a newsletter, book, 3-D hologram, major motion
picture, etc. I'm not saying I will, but it's possible.
But you don't get to take the stuff I write here – even if it's in response to something you
wrote – and use it elsewhere.
Just so you know.
Thanks,
Dan O'Day
{ 3 comments… read them below or add one }
Wow! What a waste of 60 seconds! The usual criticisms of wasting 45 seconds of advertising on something that has nothing to do with the service being offered aside, I just have one question for everyone involved in this: How stupid do you think we are? Every so-called benefit you claim in this commercial can already be done by anyone who has a computer and a clue! Which means the service Kaiser-Permanente is advertising is completely worthless! We don’t need Kaiser-Permanente to do anything they advertise… therefore we don’t need Kaiser-Permanente.
There is definite truth to the statement that advertising cannot help a business or service that has no reason to exist in the first place. This is one of them. Glad they’re wasting the money!
To John’s point, They’re wasting MY money. This explains why my wife’s (and everyone else’s) coverage goes up every year. SOOOO Glad that Katy and KP are “Thriving”.
TO Dan’s reason for posting. It confirms my belief that KP’s PR department has a very nice annual budget for Advert that probably needs to be spent or lost, so they can throw dribble like this on the air to tell us nothing.
Sometimes you have to do something off the wall to attract an ear. Just like white space is a good thing to surround art, maybe, just maybe, non-sales message is a good thing to surround a sales message. You don’t always have to use every second selling. Sometimes you can have fun, or take me down a path I don’t expect.
If this spot did not resolve to get back to the special use of the internet, it would have been a complete waste. But it did come back to it – to suggest that your doctor is online with a web tool you can use, too. Didn’t offend me and I got their point.