Bell vs Rogers

If you are from Canada, or more specifically Toronto, you were most likely exposed to the “couch wars” that took place last year between Rogers Wireless and Bell Mobility. As I have heard from so many people, thinking back on the ads, it is confusing trying to recall which company each ad was actually for. The ads came in form of print, billboards, and web based ads, but all were practically identical to each other.  If you are from the US or anywhere else in the world, to get you up to speed Rogers and Bell are the two main mobile providers here in Canada. We don’t have the selection of carriers, products, services or technology that is available elsewhere in the world, and will still pay an arm and a leg for it. If you haven’t heard of these companies consider yourself lucky. Most of us here have at one time or another been so disappointed with one of the two companies that we have made the switch to the other, only to realize we were better off in the first place. But, that is beside the point – back to the ad wars.

I consider this unique Ad War between Bell and Rogers to be the epitome of comparison advertising.  Not only do the ads take jabs at one another, but they design the ads to look IDENTICAL.  This was the first advertisement I had seen, and correct me if I’m wrong, but I’m sure the following Rogers ad is what started it all.

Although they never actually mentioned Bell’s name, the blue in the ad was a clear enough shot at Bell. Finding it hard to ignore, Bell’s marketing team took it to the next step and started dropping names.

Taking advantage of the fact that the original ad wasn’t that distinguishable, Bell’s extended couch version made the consumer recall the original ad, although with the extended blue section, nobody could mistake that Bell was behind the new ad. After the second ad came out, I remember some folks believing that the original ad was also for Bell.

This went on for such a long period of time; other companies started to jump on the couch along with Bell and Rogers. This hilarious ad by Telehop is a great example.

If you haven’t checked out part 1 of the Ad wars, covering the Audi vs. BMW comparative advertisements, click here.

2010 Fifa World Cup

I know this is a couple days late, but here is a schedule of all the World Cup games that will be televised on ABC. If anyone doesn’t have cable, here is a list of games that you will be able to watch from home, and save some money on drinks at the bar.

Since Canada obviously isn’t in it, I’m going for South Africa (at least while their in it) Let me know who you think is going to win!

1^st Stage

Saturday June 12, 2010
England vs. USA – 2pm

Sunday Jun 13, 2010
Germany vs. Australia – 2pm

Saturday June 19, 2010
Cemeroon vs. Denmark – 2pm

Sunday June 20, 2010
Brazil vs. Ivory Coast

2^nd Stage

Saturday June 26, 2010
1^st from C vs. 2^nd from D – 2pm

Sunday June 27, 2010
1^st from B vs. 2^nd from A – 2pm

Saturday July 3, 2010
Winners from 52 vs. 51 – 9:30am
Winners from 55 vs. 56 – 2pm

Third Place Match

Saturday July 10, 2010
Losers from 61 vs. 62 – 2pm

2010 World Cup Title Match

Sunday July 11, 2010
Winners from 61 vs 62 – 1:30pm

Audi & BMW Ad Wars

Taking shots at the competition through comparative advertisements isn’t a new concept. We’ve seen it time and time again. Companies comparing themselves to their competitors in an attempt to show the customer just why they are the best choice. A well known example being the “cola wars”, the battle between Coke and Pepsi in the 80’s, with ad campaigns constantly going back and forth and taking jabs at one another. (For a more up to date example, please refer to any recent political campaign in your area) But lately it seems that more and more of the competitors are starting to fire back.

The ongoing battle between Audi and BMW is one of my favorites, and has definitely been generating a lot of buzz in 2009, bBut before we get to the new ads from the two car companies; let’s take a look at some past examples from 2006.

The BMW ad aimed at Audi

The Ad that started it all

And then Audi’s response

This was just the beginning…in 2009, the automakers really took it too the next level.

It’s a bold move mentioning the competitor’s name in your ads. Not only are you providing them with some publicity, but you are setting the stage for them to come back at you, and as you are about to see in Audi’s case, they may just come back bigger and better. This is the Audi billboard that popped up earlier this year on Santa Monica Blvd.

And not so long after Audi put up this billboard just asking BMW for it,  this billboard was put up just across the street.

I just love this response, which was put together by Juggernaut Advertising in California.  Since BMW’s comeback,  Audi has started a Facebook group asking fans to help them come up with their comeback.  But I think it’s fair to say this round goes to BMW.

-RB

Billboard photos from www.bmwblog.com