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#23577 - 09/12/2000 23:16 Time for advertising
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Okay empeg folks, now that you're a part of the sonicblue team, it's time for them to start helping you out. I've seen 2 different Rio commercials on VH1 in the past week. I have to say I'm very dissapointed in their "I'm listening" campaign (or whatever the slogan is). It's really ineffective and people who are unfamiliar with the product have no idea what they're selling.

What we really need is a shot of someone listening to their music with full visuals running, then a shot of them pulling their stero out of their car and bringing it inside. Simple and effective!

Tell the S3/sonicblue folks that their advertising is, to say politely, lacking.

DiGNAN
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#23578 - 09/12/2000 23:48 Re: Time for advertising [Re: Dignan]
jwickis
addict

Registered: 24/08/2000
Posts: 658
Loc: India
In reply to:

I have to say I'm very dissapointed in their "I'm listening" campaign


I'm sorry I wasn't watching yes saw them both. I think young people know what Rio is from the personal mp3 players, but the commercial does leave alot to be desired. Perhaps it's just a intro to others, I hope.

#090000695 Mk2 BLUE 12Gig


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#23579 - 10/12/2000 00:42 Re: Time for advertising [Re: jwickis]
eternalsun
Pooh-Bah

Registered: 09/09/1999
Posts: 1721
Loc: San Jose, CA
Have you considered that empeg is producing empegs as fast as they can already? Advertising will increase the demand greatly, and they may not have enough manufacturing capacity or personel to support the increased demand yet? Give it some time.

Calvin


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#23580 - 10/12/2000 06:43 Re: Time for advertising [Re: Dignan]
rob
carpal tunnel

Registered: 21/05/1999
Posts: 5335
Loc: Cambridge UK
I won't argue the pros and cons of different advertising styles, however the commercials you have seen are the first of a $10m campaign that will run for the next several weeks. I like this style very much, and anything that grows the brand will help the car player.

The dedicated car player marketing is happening at a different level, on a scale that massively exceeds anything empeg has ever been able to achieve. Over the next few months you'll see the car player all over the media, backed with editorial that will get the message across to our niche market far better than a 20 second commercial.

By the way, the marketing leader for this product at Rio does read the BBS :-)

Rob



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#23581 - 10/12/2000 08:44 Re: Time for advertising [Re: rob]
PaulH
enthusiast

Registered: 19/05/1999
Posts: 379
Loc: England
In that case perhaps he would want to send free samples
of all of the Rio product line to the BBS maintainer to
play with


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#23582 - 10/12/2000 09:30 Re: Time for advertising [Re: rob]
tfabris
carpal tunnel

Registered: 20/12/1999
Posts: 31594
Loc: Seattle, WA
I saw one of those Rio commercials last night as a matter of fact.

I don't remember much about the commercial itself. What struck me the most was that it immediately followed an "artists against piracy" spot.



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#23583 - 10/12/2000 09:39 Re: Time for advertising [Re: rob]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
That's certainly interesting. Hey, I didn't really think empeg needed that kind of publicity at the moment, but I was a bit suprised that the commercial was so minimalist. I understand the angle they're going for, but couldn't a shot of the actual product help?

I will say that I was cool to think that a company big enough to advertise nationally had bought a small company I had been so familiar with.

But hey, if there are more ad ideas on the way, I'll wait till I see them.

ps-didn't mean to sound so harsh about the commercials...uh...keep up the good work!

DiGNAN
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Matt

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#23584 - 10/12/2000 12:53 Re: Time for advertising [Re: eternalsun]
jwickis
addict

Registered: 24/08/2000
Posts: 658
Loc: India
I know exactly what they're doing, baiting the hook with more informative commercials to come. If you re-read my reply it's sarcastic in nature by far. The ad technique is not new, but it can work.

Empeg has been there using the queuing system earlier this year but are caught up now. S3 I'm sure is use to this by now.

#090000695 Mk2 BLUE 12Gig
Ask and I may tell you

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#23585 - 10/12/2000 18:25 Re: Time for advertising [Re: Dignan]
rob
carpal tunnel

Registered: 21/05/1999
Posts: 5335
Loc: Cambridge UK
This particular advertising campaign is, as far as I know, intended to reinforce and build upon the Rio brand rather than any specific product. With so many companies trying to get a piece of the MP3 pie it is important that consumers have your name in the front of their minds when shopping for a product.

Damn, I'm starting to sound like a real marketing guy

This is less likely to sway potential purchasers of the car player - editorial will be everything. Let's hope the reviewers are impressed!

Rob



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#23586 - 13/12/2000 11:12 Re: Time for advertising [Re: rob]
drakino
carpal tunnel

Registered: 08/06/1999
Posts: 7868
In reply to:

Let's hope the reviewers are impressed!


As long as ZD dosen't review it again, you should be fine. It definitly changed my opponion of Fresh Gear into more of a show just to show me new toys, instead of a show to inform me of the benefits and downsides to products.

And I guess I'll have to stop using my 30 second skip button and see this Rio commercial soon. Although I'm watching TV from about two weeks ago, so it may be a bit. (I love my massive hard drive DishPlayer :-)


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#23587 - 13/12/2000 13:00 Re: Time for advertising [Re: rob]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Okay, I'm starting to come around.

I've seen 2 Rio commercials so far.
-One just of this guy in a jacket with a baseball cap on who's standing in front of a white background, has headphones on, and is giving a slightly smug look to the camera. It shows him on screen for about 8 seconds, then switches to some words that say "I'm Listening". Then switches to "Rio". I didn't really like this one.
-The second one I saw was exactly like the first one but I like for one reason: It had George Clinton in it!! It only shows him like from the nose up, so I think that's who it is. I mean, who else has dreads like that?

Oh well, whatever Rio wants to do is what they'll do.

DiGNAN
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Matt

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#23588 - 13/12/2000 13:48 Re: Time for advertising [Re: Dignan]
rob
carpal tunnel

Registered: 21/05/1999
Posts: 5335
Loc: Cambridge UK
There are quite a line up of celebs due to appear in Rio ads, some of them rather thought provoking. Keep watching! :-)



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#23589 - 13/12/2000 13:58 Re: Time for advertising [Re: rob]
tfabris
carpal tunnel

Registered: 20/12/1999
Posts: 31594
Loc: Seattle, WA
There are quite a line up of celebs due to appear in Rio ads, some of them rather thought provoking.

No, tell me you didn't get Shatner. (shudder)

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Tony Fabris
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Tony Fabris

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#23590 - 13/12/2000 14:19 Re: Time for advertising [Re: tfabris]
phaigh
addict

Registered: 04/11/1999
Posts: 649
Loc: Reading, UK
Shurly it should be Troy McClure, who you may remember from such films as "The Boatjacking of Supership 79" and "Hydro, the Man With the Hydraulic Arms"!

Paul.

Paul Haigh, Reg. 4120
(mk1) 6GB, Blue, 00254
(mk2) 12GB, Red, 00357
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#23591 - 13/12/2000 14:25 Re: Time for advertising [Re: phaigh]
loren
carpal tunnel

Registered: 23/08/2000
Posts: 3826
Loc: SLC, UT, USA
Ah... but alas, the Great Troy McClure is no more. One of the great comedic loses of all time...Phil Hartman the man the legend. =]


|| loren.cox
|| 080000446
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#23592 - 17/12/2000 00:22 Re: Time for advertising [Re: rob]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Hmm, just saw one with KD Lang. They're certianly going for some interesting celebs there.

Hey, suggest to that marketing guy that they get Chris Cornell to do a shot! I would buy 2 Rio's if they did that! (but that's just me, most people have no idea who he is).

Oh, and Rob, could you ask the guy who the aisian guy in one of the first segments is? If he's a musician, I've never seen him before. It would seem strange if he were just some random ad actor, seeing as how all the other commercials have famous people in them. Just curious.

DiGNAN
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Matt

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#23593 - 17/12/2000 00:26 Re: Time for advertising [Re: Dignan]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
By the way, does anyone have any info on the Rio 800? It's listed on their website with info coming soon.

DiGNAN
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Matt

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#23594 - 17/12/2000 01:18 Re: Time for advertising [Re: Dignan]
MRHJr
journeyman

Registered: 04/09/1999
Posts: 74
Loc: CA
Check deeper in the Rio page of the Sonic Blue site!
There are profiles of all "celebs" in this campaign.........(he's a D.J.)

Mk2 #105 12g blue
Car install complete...........Boat forthcoming
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#23595 - 17/12/2000 11:56 Re: Time for advertising [Re: MRHJr]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Yeah, I saw that, but it's not the same person.

DiGNAN
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Matt

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#23596 - 22/12/2000 05:52 Re: Time for advertising [Re: Dignan]
rob
carpal tunnel

Registered: 21/05/1999
Posts: 5335
Loc: Cambridge UK
I passed your question to Rio Marketing Communications, and here's their reply:

DJ Qbert - his name makes reference to a popular video arcade game in the
80's. He is a very popular DJ, who hales from San Francisco. He's important
to Rio because he represents a non-mainstream group of digital audio
enthusiasts.

As one of the first artists to "mix" directly to digital files for broadcast
on the Web, while performing at shows/competitions, etc. - DJ Qbert helps
Rio speak to those outside of the norm.

Just in case someone inquires, the other artists are K.D. Lang (outspoken
female vocalist and activist,) George Clinton (and the Parliament
Funkadelic) and Chuck D of Public Enemy fame (80's Rap group with
controversial hits including "Cop Killer," who fought a battle for free
speech in US courts and won.)



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#23597 - 23/12/2000 11:39 Re: Time for advertising [Re: rob]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Okay, guess I was wrong. The way the guy was looking it looked a different person. Interesting choices, though.

DiGNAN
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Matt

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#23598 - 28/12/2000 20:08 Re: Time for advertising [Re: rob]
jimhogan
carpal tunnel

Registered: 06/10/1999
Posts: 2591
Loc: Seattle, WA, U.S.A.
It would be boring and conventional (not Chuck D by any stretch), but at some point S3 should have an ad that conveys the essence of why you'd want to pay so much money for something as seemingly modest as an Empeg (is a new name coming??)

My spin: Upscale. Take the general flavor of a Volvo/VW ad. Add the standard upscale couple (Angie and Paul), but give her a manicure and make him just the slightest bit punk. They load luggage/picnic in the boot, then plug in Empeg. Alternate close-up shots of Empeg boot logos with shots of subtle negotiating glances between the couple. Ultimately, a polished fingernail selects "Angie's favorites", and something fairly pop starts playing.

Close with surrendering and/or harmonic glances between Paul and Angie with full-screen product logo and some catch phrase.

[end 30-second version]

For 60-second version, Angie falls asleep in passenger seat (how sexist. Why isn't she driving?). Anyhow, Paul looks over at Angie, then stealthily flips Empeg to "Paul's Faves" playlist. At which point, some horrifically loud guitar riff jumps out, angie just about launches out of her seat, Paul brandishes sheepish grin, et cetera. Logo...catch phrase...

Jim

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Jim


'Tis the exceptional fellow who lies awake at night thinking of his successes.

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#23599 - 28/12/2000 20:24 Re: Time for advertising [Re: jimhogan]
rob
carpal tunnel

Registered: 21/05/1999
Posts: 5335
Loc: Cambridge UK
I don't think there would be much value in TV advertising for the current car player. I think editorial and specialist publication adverts are the way to go. But then, I don't work in marketing

Rob



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#23600 - 29/12/2000 09:51 Re: Time for advertising [Re: rob]
jimhogan
carpal tunnel

Registered: 06/10/1999
Posts: 2591
Loc: Seattle, WA, U.S.A.
Thankfully, I'm not in marketing, either. TV is expensive, but I would think it would be worth considering if S3 could craft a low-production-cost (read: no over-the top computer-generated effects or elaborate staging) approach, target placements like VH1 (Ugh, but good potential customer demographic if Empeg is to break out of the geek-toy box) and leverage production with crossover to print. Maybe instead of Angie and Paul you could have George Clinton and Yo-yo Ma duke it out in the front seat of a Mercedes.

Jim

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Jim


'Tis the exceptional fellow who lies awake at night thinking of his successes.

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#23601 - 29/12/2000 11:27 Re: Time for advertising [Re: jimhogan]
pgrzelak
carpal tunnel

Registered: 15/08/2000
Posts: 4859
Loc: New Jersey, USA
have George Clinton and Yo-yo Ma duke it out in the front seat of a Mercedes

- Now that is a commercial for the Superbowl!!!

Paul G.
SN# 090000587 (40GB Green)
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#23602 - 02/01/2001 04:27 Re: Time for advertising [Re: Dignan]
kjohanss
journeyman

Registered: 24/10/2000
Posts: 65
Loc: Bjørkelangen, Norway
I live in Norway and can not see these ad's on TV. Are there by any chance a place to view them on the net?

Kyrre

Norway, 36GB, blue, MKII - I love it!
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'enni mizpellings ar dju tu kompjutr error'

www.kyrre.no

Norway, Hijack'ed 120GB upgrade, MKII, tuner, green, red, blue, yellow, illuminated. Looking good!

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#23603 - 02/01/2001 13:10 Re: Time for advertising [Re: kjohanss]
Dignan
carpal tunnel

Registered: 08/03/2000
Posts: 12338
Loc: Sterling, VA
Well, adcritic.com would be the place to look, but I wasn't able to find it. Anyone else have some ideas?

DiGNAN
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Matt

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