5 pencils National Egyptian Post Office
capoon52 5 pencils | Sun, 2008-07-20 10:32
A campaign for the Egyptian national post office
5 pencils 
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8 Comments
i personally like the logo........
love anything creative
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Unfortunately, your creative strategy isn't very differentiating. "We deliver on time" is a given so there's nothing unexpected about it. Every delivery service can offer these same benefits, and they do. Therefore, your creative is very predictable and boring.
I can't stress strongly enough that creative people must also be strategic in their thinking and approach. As an encouragement, the best creative people make the best planners. So find the insight that really is unique and applicable to EGYPT POST and then execute your creative as best you can.
there is much to be listened to in pete2's crit.
you have demonstrated here that you understand how an ad works - that you have to make a clear argument in an interesting way - but your strategy ("we are superior") isn't strong enough to truly differentiate you from your competitors. the reactions customers will have to these ads is "well, that's nice" and not "oh shit, I really HAVE to use them or else..."
also: the style execution is meaningless. I don't care that you deliver using a bentley or if the postman smells nicely, I care that you get it there on time and don't break things. concentrate on those benefits but make a stronger case.
don't be disappointed. you're getting there.
not sure if you can really score with those points since fedex and co. hammered those into heads for years. i think a better stragtegy against the big competition might be a unique personality. Something not 100% professional. i'd actually love a concept saying 'our postmans smell nicely'... well, at leastsomething as weird as that ;)
Avis - we try harder, 'cos we're no.2.
I'd like to see more honesty in advertising, cuts through all the bullshit and consumers get that nowadays.
I agree with Dave. Consumers find it refreshing when a brand makes fun of its own obvious shortcomings. It also makes for great advertising. Honesty in advertising would be great. Not sure that would be a prudent strategy here, since Egypt Post is notoriously awful. They rarely deliver things on time (you're lucky if your letter/package gets there at all) and they've been known to break stuff.
(double post)
The ice one, eh, maybe. Why does the iceblock have a pond ripple on top?