When the promoters of DNA approached me at home sometime this September, I was told that the launch is in October. I even paid the annual subscription upfront. When I did not see any announcer activity in media, I was curious. When I got a call from them asking for details of y current subscriptions I was told that the launch is in November. Now I see an outdoor campaign stating that the launch is slated for Dec 1. The campaign showcases people and ticks off a box saying that they are believers.
This leg of the campaign is similar to the pre-launch phase of the Mumbai edition, where those who had subscribed to the paper were showcased. That campaign made sense since there was a setup about people willing to subscribe and those that weren’t. The Mumbai ads are here:
This was followed by ads showcasing real subscribers- their Subscriber ID adding to the authenticity.
Without a buildup on the subscription front, this ‘believer’ business has only a tenuous link to the main ‘I believe in Bangalore’ campaign. That apart, the delay in the product launch has taken the steam out of the teaser and the pre-launch campaign. The last time a pre-launch hype worked (that too without much advertising) was with the iPhone. And DNA is no iPhone to sustain interest through advertising for 6 months. A case of not having the back-room in place before the advertising? Not surprisingly, the advance collection of subscription fee without the product being in place has not gone down well with consumers. The mismatch in timing has hasn’t helped DNA’s cause in Bangalore. Believe me.