Kesi Asher, Staff Reporter
THE ONGOING advertising war among the mobile phone companies has provided a source of entertainment for many.
Grant Mercer, senior vice-president, marketing, at Cable and Wireless Jamaica Limited and Rodney Davis, president of the company, conceived the idea of ad campaigns for the company.
They put the idea to an advertising company and, towards the end of September, Pressa was born. "We sat in the office and came up with the idea of creating a character, a taxi driver, who is a part of the Jamaican community and Jamaican culture," said Mercer.
Digicel, which has always maintained a presence in the media, rose to the occasion. "We don't advertise in fits and starts. However, we respond to our environment and will increase or adjust in order to maintain our market leadership," said Wayne Miller, marketing communications manager at Digicel.
MiPhone has had their share of the war. "We had done some kind of increase in advertising. Between Digicel and Cable and Wireless beating each other up, MiPhone, being the voice of reason, reminded the customers that MiPhone is here to help people save money with our calling plans," said Alex Hill, vice-president of sales and marketing at MiPhone.
The competition grew stiff and both Cable and Wireless and Digicel traded ad for ad. "The competition launched a campaign which hid the fact that if their customers applied for their new flat rate it would in fact represent a 14 per cent increase in off-peak periods," said Miller from Digicel.
And while the war raged on, customers were targeted. "They also launched a trade-in, targeting our customers. We responded by advising the public about the rate increase and also offered a much better trade-in offer to their customers," explained Miller.
Cable and Wireless responded, in an effort to defend their plan. "We responded with a lie detector ad. We have not increased rates, it's a new plan," said Mercer.
Cable and Wireless' Pressa has had an impact. "I think Pressa has won. Every strategy that Digicel comes with to combat Cable and Wireless, bMobile has effectively and efficiently knocked it out of the pack. Like the 10/8 logo, even if you are not into calculating rates, you're drawn to it by the character Pressa," said Kimberly, a Cable and Wireless customer.
"I think Miphone needs to revise. They just jumped into it to have a say in the war, but really they are out of the market. They really don't have a place in this war," said Kimberly.
Pressa had another fan, from 'the other side'. "I love Pressa. I think he is so funny. I think Pressa is in the lead. Every time they come up with something, he comes right back," said Ayana, a Digicel customer.
However, despite the hold that Pressa has on her, she will not switch as it takes more than Pressa to get her money. "No matter what Cable and Wireless does, people ain't switching from Digicel. I love the ads, but I'm not switching. It's about service, not ads," said Ayana. "MiPhone can't even come in the race," she added.
Cable and Wireless' customers defended Pressa to the last. "They have managed to capture the attention of the public with the Pressa character. Cable and Wireless links their adds to things that feel good. Not only is it hilarious, but it gives you the expectation that Pressa is going to come with something else," said Sue.
"Pressa funny yes, but a still Digicel fi me. The trade-in phone ting almost ketch me still, 'cause Cable and Wireless did a sell di phone dem cheap, but den mi see seh it nuh mek sense cause me affi go buy a body fi mi Digicel Sim card. Mi glad seh Digicel start sell the phone dem cheap, so me jus buy one. Digicel all the way," said Dwayne.
Digicel's ad which says "...while our competition is sleeping..." , complete with snoring sound, attracted comment. "I found it hard to believe that Digicel said that when the only time you can use Cable & Wireless' rate is when people are sleeping," said Patrice, with a laugh.
MiPhone came under heavy fire for the advertisement they used with the conversation between Pressa's girlfriend and her friend, in which the girlfriend was defending MiPhone. "MiPhone just waan come inna the mix up, to get piece a di hype, because nuhbady nuh really use MiPhone cause anuh plenty people have MiPhone. Plus you haffi goh join all kinda circle fi get free call," said Mesha, a customer from Digicel.
However, MiPhone's sales saw some movement. "We have seen a moderate increase in sales. It would've been higher, but the weather prevented us from doing our campaign and people had to spend money repairing their homes," said Alex Hill. When asked if any customers switched to the other networks, he answered "minor amounts, very little, 50 people at best".
Digicel reaped the spoils of the war. "Our sales went through the roof in October; both handset sales and top up sales have increased significantly over the last four weeks. October has been the best month for us since March of this year. We more than doubled sales versus September. We thought of making the 'taximan' our employee of the month for the positive impact he has had on our business," informed Wayne Miller.
Cable and Wireless also saw the fruits of their labour. "We are happy with what's happening. We are getting good feedback from people to say they are switching to bMobile," said Mercer. He also said that the advertisements from the competition had no impact. "Not at all, no effect," said Mercer.
He also stated that Pressa will continue to be a force to reckon with. "What I do know is that a lot of people are talking about Pressa. He is going to continue to work with bMobile," Mercer said.
