Saturday, September 17, 2011

Who Copied Whom: Advertising Concepts of Two Rival Telecom Companies

Image courtesy of www.showbizmanila.blogspot.com

Anne Curtis in the new Smart campaign where she plays an acrobatic heroine named Agent Anne.

Image courtesy of www.yousaytoo.com

Alodia Gosiengfiao in the latest Globe Tattoo campaign featuring the different cosplay roles that she has performed.

64 comments:

  1. Nauna yung Globe dun sa commercial ni Alodia. Pero I don't think may nag gayahan kasi iba iba naman yung costumes ni Alodia. So it just so happened na may nicosplay siyang soldier-ish/agent-ish na character. And iba din yung concept ng kay Anne.

    Pero forever talaga akong nababaduyan sa Smart at kay Anne so di ko bet yung sa Smart.

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    Replies
    1. Apir! I think all competing brands copy each other's advertising strategies, one time or another. What's important is their service, and I think it goes without saying that Globe is the better provider.

      Ooopps! Smart endorser na pala si FP ngayon. Bwahahaha

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  2. Hello! Just to clarify, this specific photo of Alodia is not part of the Globe Tattoo campaign. She used the Baroness costume in the TVC, though.

    Here is a link to Alodia's deviantART post including the credits of the photo: http://blackmage9.deviantart.com/art/The-Baroness-III-139874449 :)

    Here is the link to the TVC: http://www.youtube.com/watch?v=rDJrNkdcodk :)

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  3. I think Alodia was able to carry out her costume well more than Anne...and I really can't get Anne's hairstlye...lalong naging baduy dating...I think the problem is that the design of the costume of Anne is ugly kaya naging baduy dating...and I know that Alodia's pic ay nauna kay anne because i have seen na this picture as a screensaver of my officemate's laptop way months ago...

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  4. Is smart trying to copy globe? Exhibit 1: now they are blue na din. Exhibit 2: their wireless center is now under redesigning same concept at globe's. Exhibit 3: Anne's campaign vs. Sarah G's previous tattoo campaign. Your answer is as good as mine :)

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  5. Related article: Try google-ing "Smart copies globe's advertisement"... Seem's like globe's in a boiling point. :) XOXO

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  6. Anne didnt pull it off. Di bagay. Kaya ba cry? :D

    Mas maganda si Sarah G sa naunang commercials. Hahaha sa iba ko naman nicompare :D

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  7. baduy ni Anne. Wawa naman yan ang suot nya hehehe.

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  8. dear FP,

    sana ako nalang ang may suot.

    Lab, ste phanie jejemon

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  9. nagiging baduy na ang smart. Nu ba naman yan!

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  10. mas soshyal ang ad ni Sarah G. Sobra sobra! Di soshyalan ang ad ni Anne na yan. Well i like her, pero ang baduy nya dito. Kahit ang hair di din bumagay. Tsk tsk! Fail na fail.

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  11. Smart is blatantly ripping off Globe, down to the IMPACT font. The edgy-heroine-in-limbo was a staple trope in Globe's tattoo relaunch from 2 years ago.

    Sarah G even had the same concept. So whatevs, SMART.

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  12. This women futuristic heroine thing is also used by verizon wireless here in the US. Ginaya din ang Globe? I like Alodia's take in the ad better. Yung kay Curtis, para syang dancer sa adult bars. Yun lang.

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  13. Globe was the first telco to offer sms messaging. I was in college when instant messaging was just beginning to take off. Celfone calls then were so expensive so others found a creative way to keep in touch without spending that much. You only pay about 150 pesos to globe per month and voila, you have unlimited sms messaging (i missed those days!). It was also about that time when Nokia introduced the 5110 which made text messaging much easier since you don't have to memorize all your friends numbers when texting them.

    i guess what i'm driving at is that Globe has always been the innovator. Smart just seems to always follow them.

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  14. i still think Smart owns it. having a gun on its add for a telecom advertisement??? hahaha.. and you're now comparing anne to sarah g? why not compare her to vice g? LOL since vice ganda is also a GLOBE ENDORSER!!!! haahhaha

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  15. @Anonymous 1:44a.m., matagal nang baduy ang smart! If we took a survey of the residents of the exclusive Makati villages and condos, results will show 80+% of respondents are Globe subscribers.

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  16. Tama nauna yung kay alodia with different costumes. Matagal na yun, i think before pa kay S. I really like that ad, napapatigil ako sa ginagawa just to watch that ad. Superbly done.

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  17. come on! bati ba naman to issue? wag ng bigyan ng kulay who copied who, in the first place model lang sila ginagawa lang nila ang trabaho nila.

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  18. Agree. Globe did it first. Pati ngaa ichura ng mga ads nila ginaya ni Smart eh.

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  19. the Question is who came out with the ad first. Diba it was globe? Hay naku, smart is a second-rate, trying hard, copycat! And the new ads with Anne in it, it did not even explain what the concept is about. Just the photo. And so what? Lame losers. Tsk.tsk.

    - cln

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  20. even the unlimited P599 plan of globe ginaya ng smart. ano ba naman yan smart, smart kayo manggaya!

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  21. obviously it's Smart copying Globe in a lot of things. here's my list:

    1. Anne vs Alodia. Alodia has been Globe Tatoos endorser for a long time already. And take note, Alodia was really chosen based on her credits as a CosPlay-er herself, not just her character in that specific commercial.


    2. Smart is renovating their wireless centers to have a similar modernish look and feel of that of Globe's flagship stores in Glorietta, Greenbelt 4, etc.

    3. Smart's latest post-paid plan commercial that features the MEGA-FAT Star, has a similar concept of Globe's Customizable My Super Plan which was launched early part of this year pa lang. If Globe used icons or bricks, Smart is using a Pie graph naman... Super obvious ang pangongopya!!!

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  22. iiyak ako pag pinasuot saken yan! Cheverness :D

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  23. lahat naman yata kinokopya ng SMART! pati promos nila sa postpaid ngayon, parang ganun na din sa GLOBE. tapos nangangain pa ang Smart ng load, buti pa globe, kapag nawala yung load mo papalitan nila. =D

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  24. not a smart thing to do

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  25. My friend is a marketing asst at smart. I remember him saying that Smart will sort-of "rebrand" at magiging blue na nga daw color nila. It has something to do with one of the big bosses or marketing head being an Atenista kaya daw ganon. For me, sobrang babaw ng papalitan mo kulay dahil lang sa school. May market din naman sila din sa green e pero not as posh as Globe's market hahaha.

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  26. Basing from the comments here its clear that consumers are well aware that SMART is a copycat. Mas leading pa din ang Globe with its innovative ideas and concepts.

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  27. well....number 1 parin ang smart kahit anu gawin ng globe naunahan parin sila ng smart bilhin ang SUN.

    business is business guys! hinde mawawala ang gaya gaya. kahit sa pagkain rin naman. ex. chicken wings, diba ang dami na chicken wings nag bubukas. negosyo yan!

    competition yan!

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  28. I'm a smart subscirber for the past 10 years. wala ako keribelles sino ang mowdel nila or whatsoever. basta nakakatawag ako , bbm at text. oks na ako! and bedies, dami ako naririnig nababasa tweets reklamo sa globe about sa signal nila nawawala bigla tapos mali mali pa billing pa minsan. well i think gaun rin sa smart? ..pero sa akin they wala pa ako na encounter na ganun.

    negosyo ito FP bakit big deal sayo? sa isang negosyo hinde mawawala ang competition. kung medyo umaaangat ang yung sales ng kabilang tindahan mo, anu gagawin mo para umaangat sales mo? edi gumawa na something mas nakakamura at abot kaya sa mga tao- ito ang tinawag na unqiue selling proposition- example is pagbili ng Smart ang half ng shares ng SUN. oh diba? naunAHAN nila ang globe. utakan, unahan, diskarte lang yan!

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  29. OA ka FP! lahat nalang nilalagyan mo ng issue! magazine ka?

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  30. Ay No, I think Smart was trying to copy.Check out this link. Even the hair is gaya-gaya http://www.flashcoo.com/movie/Elektra/m01/Elektra-05.jpg

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  31. to anon 2:44 pm:

    Kindly tell your friend who works as a marketing assistant at Smart to do something about the complaint of my friend.

    Smart blatantly used his photo in their netphone advertisement without giving him proper due. And no, they did not ask him permission to used his photo.He was a bit surprised to see his photo on the internet.

    My friend contacted smart and no answer was heard from them. Disgusting thing to do if you ask me.

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  32. i dont see any copying there...

    I'm a Globe subscriber, but i like Anne's pic better than Alodia's, edgy... the hairstyle, channeling Angelina Jolie in Salt -- for the critics living under the rock.

    Alodia's looks like simple cosplay: dress up lang talaga. Channeling Michelle Phan, IMO.

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  33. FYI guys ang Smart po nauna sa telco business.. Nauna lang ang globe sa GSM business.. Pero dahil sa Smart na baduy lahat nang pinoy nagyon afford ang cellphone.. Aanhin mo ang sosyal kung ang mayaman lang ang makikinabang.. From the Smart Eload, Talk and Text and now the smart netphone.. Iniisip lagi nang smart ang mahirap. FYI the Smart netphone is the cheapest android phone ngayon di lang ang mga mayayaman ang pwede mag ka android phone pwede nadin sila yaya, manong driver atbp. Bow!!!

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  34. May chika ako napansin niyo ba na wala na masyado commercial ang Smart sa Channel 2? Dahil sinisingil sila nang mas mahal compare sa singil nila sa Globe. Ang reason nila may TV5 daw si MVP. Ano tawag dun bias grabe.. Siguro marami lang naiingit kay MVP kasi ang dami niya nagagawa na hindi magawa nang ibang negosyante.. Kasi ang iba kay MVP may pakialam siya sa masa..

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  35. both of them are copying each other from ads to services. maybe in some you are noticing one is original and the other one is copied but not in all cases. actually it's better for subscribers that they are copying each other, that means what I get from one, I can also get from the other. we have a choice..

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  36. the only good thing about Globe is their advertising.
    And i've heard that people in their management can be bribed with, maybe, "training" trips abroad? So, i'm not surprised if there's a spy working for the competitor in their own office.

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  37. Dami nag cocomment na mga ka-globe cguro mga rich kid. That's why Smart have more than 25 Million subs ibig sabihin hindi nila habol ang mayayaman.

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  38. boooo FP, why won't you post my comment na you're running out of ideas kaya pati ito iniissue mo! haha

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  39. Non-issue! Next! Masyadong pinipilit gawan ng ingay.

    Smart and Globe pwedeng ginaya rin ang Ultraviolet at kung ano ano pang women with long hair and futuristic bodysuits. As if this is original in the first place.

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  40. @anon 3:46

    Will tell him that! Can't believe Smart can do that, that's so low. Tsktsktsk...

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  41. "Globe was the first telco to offer sms messaging. You only pay about 150 pesos to globe per month and voila, you have unlimited sms messaging.
    Globe has always been the innovator. Smart just seems to always follow them. "

    Wow, the person who said the above quote must be an idiot to the nth degree. I for one don't give a **** who "copied" whom because the more players there are, the better I, the consumer, am served. The reason cellphone charges are outlandish in the Phils is because there's an oligopoly, no other reason. And the low charges Globe charged then, it was an introductory, get you hooked fee.

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  42. yan ba nirereklamo na outfit? susme mas masagwa pa yung black spider whatever gown na suot niya! sobrang nakakatawa at panget ang pagkakatakip sa butt niya. ok pa yan. wala yatang taste.

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  43. i think nauna ang Globe sa ganitong concept. ever since the Tattoo came out, futuristic action figures na yung dating nila.

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  44. basta ang alam ko, ginaya nila ang Charlie's Angels! hahaha


    -kuLet

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  45. Sept 17, 2011 7:28PM

    Don't blame FP for what he posted. Ikaw na lang kaya gumawa ng sariling mong blog. dami mong reklamo.

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  46. If you make a quick google, the Smart logo has always been blue through the years. The brand ads may have had other colors but the main logo has always been blue.

    Also, thanks to Smart's world's firsts--Smart Load, Smart Money and now the Netphone, more Filipinos get to enjoy telco services.

    Anyway, next issue please!

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  47. pareho namang maganda sina anne at alodia sa costumes nila. pero mas ok yung kay alodia kasi natural ang dating. matagal na kasi sya nagcocosplay at alam ng mga tao na passionate talaga sya run kaya keri nya ang futuristic costume at image. may suspension of disbelief kumbaga. yung kay anne parang pilit at TH ang dating kasi alam mong hindi naman talaga sya ganun in real life. they should have stuck with something classy for anne's ad. ang hirap kasi, parang dalawa yung binebenta ni anne: yung believability ng character nya saka yung mismong product.

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  48. @Anonymous 6:14 - You're so right! That's the only thing they are good at.

    @Anonymous 11:29 is also right. SMART logo has always been BLUE. Hello?

    I am a loyal Smart subscriber. I don't have any problems with their service. Smart is the innovator. Sa mga gimmick lang magaling ang Globe.

    Magbasa kayo sa Twitter how often bagsak ang network ng Globe. Almost everyday down ang service. You can't do basic txt or call.

    Plus, are we really comparing THE ANNE CURTIS to some unknown cosplayer? Hello?

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  49. ALODIA UNKNOWN? anon 2:51 magresearch ka muna bago ka magcomment!

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  50. I started using Smart wen i had my first phone. Pero lumipat ako sa globe.. palagi kasing kinakain ang load ko sa smart. Yup pre-paid subscribber lang po ako.. pero i think depende sa area ang signal isyu.. masaya ako sa globe kasi ang lakas ng signal at ni isang piso hindi pa nakain ang load ko.. Pero depende lang talaga yan sa tao.. may kaklilala naman kasi ako na mga taga probinsya mas prepared nila ang smart kasi malakas ang signal dun. masaya din ako na naggagayahan ang dalawa.. sana i 0.25 cents na ng isang network ang kada isang text para may manggaya nanaman. tayo naman lahat ang nakakabenepisyo sa ganito ryt? lol

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  51. Sino kaya ang ad agency ng SMART at Globe? Isa lang ba? Dapat issue ito against the ad agency bakit magkapareho ang binigay nila na concept tapos sumingil ng dalawa.

    Can someone research if these ads are made by one and the same ad agency?

    Dapat ang ad agency i expose as a cheat.

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  52. gaya gaya talaga ang smart.
    pansinin ninyo ang big boss dyan, walang itinayong business. Lahat ay pulos binibili lang nila. tapos, namahal ang presyo at yun na, kikita na ng malaki

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  53. Maybe I was not paying attention to the TVC that much, but in all honesty I though Anne's TVC is for GLOBE!!! Globe kasi yung vibe ng TVC para sa akin ^_^

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  54. I agree with this...

    "Hello! Just to clarify, this specific photo of Alodia is not part of the Globe Tattoo campaign. She used the Baroness costume in the TVC, though.

    Here is a link to Alodia's deviantART post including the credits of the photo: http://blackmage9.deviantart.com/art/The-Baroness-III-139874449 :)

    Here is the link to the TVC: http://www.youtube.com/watch?v=rDJrNkdcodk :) "

    ang alam ko ang costume na ito is for a different event.

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  55. LOL Quit that excuse saying Smart is taking care of the masa. They're just targeting the bigger market in this country which is, the masa (just like how the politicians target the masa's when they're campaigning, haha). They don't care about anything but to earn noh. Duh.

    And oh, ano ba. I feel quite annoyed with those bashing FP for posting this. FP didn't mention bad things on either party. He left the judgment on us. Why so bitter Smart fans? lol

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  56. Two big telcos - both victims of ad agency ineptitude and lack of creativity.

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  57. magkaiba po ang ad agencies niyan. brands would never agree to have the same ad agency because of non-disclosure. I work for the ad agency of one of the networks

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  58. Anne's Costume is soooo different from Alodia's "The Baroness" (from G.I. Joe) So, no, walang gayahan na naganap.

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  59. This is a stupid topic, sincerely.
    The costume Alodia is wearing is not for Globe, but she has used it for cosplay purposes years back (and just featured as one of her MANY costumes in the commercial). You can even see Alodia in the same costume but not the same pose when she was part of top100 of FHM.

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  60. the smart ad is an obvious rip off of the movie elektra - the hair, the pose the costume (which is also similar to the girl in the watchmen)/
    the globe ad - i havent seen it but im sure it isnt original as well. NOTHING you see on local tv - ads - shows etc - is original. only this site is! go FP!! love your site!!
    (oh ok - maybe the senile lolo in mcdonalds with karen - that was kinda heartwarming)

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  61. Nakakatawa ang mga post. Tingnan nyo na lang kung sino ang pinamaraming subscribers and kung sino ang mas malaki ang revenues. Ibig sabihin lang, Smart is doing something right. Karamihan kasi ng mga maiingay dito sa Internet, naka globe. Tanungin nyo ang mga ordinaryong tao. And regarding rip-offs - konti na lang ang original ngayon sa mundo. Lahat naman ng mga bagay ay inspired ng something else one way or another.

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  62. Mas hamak nman na mas maganda si Anne, Haller! mukhang halimaw kaya ung lumang mukha nyang Anime Charara-rat na yan! Feelingera! Kainis lng, hndi na mamukhaan sa sobrang retoke ng pag mmukha nya.Tas mka pose kala mo Diosa!

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