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December 17, 2008


Romi Parmar

Whilst it's truly great to see the advertising agencies doing cool mobile things at last, I still sense there is a need for full buy in. This is a brilliant application - but even something as cool as this is out there on its own if the rest of the marketing effort doesn’t get behind it.

The perfectionist in me is irritated by this because i can see how it's adoption could have been so much better. Wouldn't it have been perfect if the application was also used in the James Bond Film Quantum of Solace. In the film a very memorable scene is where James Bond is picked up by the beautiful Olga Kurylenko in the new 2009 Ford Ka (it's first ever public appearance) but imagine if they involved the Aston Martin invisibility cloak and he could only find it by looking through his mobile phone?

Take it one step further - the bad guys steal Q's technology and chase him in invisible cars... only by looking through his mobile phone screen can he see them. Imagine the whizz bang car chases in which cars appear/disappear/bash into him/reappear/disappear... pretty edge of the seat dramatic.

Ah but the problem with magic is that we all know it is only as good as the magician that performs it... If the magician is good then the magic is good... If the magician is bad then the magic is bad... There may only be a fine line between Harry Houdini and Uncle Romi doing card tricks at Christmas... but to the spectator it's all that matters.

So just imagine how popular magic would be if you could do it just like James Bond?

Modify the mobile application a little and let the customers point their camera at the passenger seat of their own car where they’ll see Olga Kurylenko (or James Bond if they get the girl version) sat in the interior of the shiny new Ford Ka. Wow… you’d have to handle magic like that very carefully! ha ha…

Modify the application so it lets customers point their camera phones at an empty street where they would see 5 or 6 Ford Ka chase cars whizzing towards them. I don't think there is a single person who went to watch James Bond QoS who wouldn't want to be able to show their friends the chasing cars whizzing down the road on their mobile...

To crunch some numbers... on the first weekend in the UK QoS took £15.5 million in revenue (about 2 million viewers)... can you imagine marketing being any more effective than this? ....2 million highly visible gadget fans out there on the streets having fun pointing their phones to show others the magic of the new Ford Ka!

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Great motivational stories. It is rightly said that if you want something you can achieve it but you need to sacrifice one or the other thing.


It is quite important for all of us

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