Did I already complain about inefficient targeted ads? I think I did, yes. Yet, another one today. Not precisely about the advertisement itself but about a new product in particular that I do not really know what to think of (or know too well).
Where did I see it? Facebook obviously. This unfortunate network where I hardly ever post anything has too few information about me that the ads sold for my lovely attention are downright boring and inefficient. As I am a white women of 33 years old (yes, skin color matters to marketers apparently), living in NY, and quite possibly in a relationship (in spite of a lack of official info on the latter, they can see pictures of me with the same guy over and over again), the ads I get are the most generic possible: clothes, jewelry, home design - engagement rings on occasion.
And on the chapter of jewelry, a new brand (that I'd rather not mention, no need to advertise it - although it is a homophone-ish of the title) has recently launched, using the same technology developed by fitness brands to track your performance 24/7 (even in bed?!). Not only did they manage to make the product itself look nicer so that women are more likely to buy it - smart ass they are indeed, they have also enhanced it with two additional features that tend to scare me:
- directly linked to your mobile device, the bracelet/ring vibrates when your phone rings in your handbag and you cannot hear it (on the online trailer, one can appreciate the cliche of the busy woman chatting with her girlfriends not being able to hear her phone left in her handbag).
- directly linked to your friends and family so you can call them when being endangered/harassed by some weirdo in the street.
First of all, has anyone in the company marketing this product ever thought of the possible extension of use and abuse of such a device? And in the team responsible for the creative, could they have been even further on the cliche of women being:
1- brainless hens cackling with their girlfriends rather than being obsessed by answering their phones (to me it very much looks like the mobile device then becomes an alienating tool)
2- fragile creatures that need monitoring devices at all time to help them get out of the tricky situations they get themselves into (the trailer shows the lady jogging under a dark bridge in Central Park - classic!). On this one, .it seems to me like once again, we are creating devices to give excuses to men who should be educated in the first place that harassing women is not acceptable. I would not be surprised if in a few years, if this product takes off, the victim of a rape could easily be accused of being irresponsible for not wearing such a device (please do check the pricing point, and you will understand that once again, safety is closely related to the size of your wallet).
Lastly, the name itself. On top of an arguably good looking product (while it is meant to be) and a poor marketing introduction through its website and trailer, WHO could possibly think that such a name could work and not send clear hints on the ultimate usage of this device? To both the wearer and the person purchasing it (supposedly 'partner'), the word itself just put you to jail. How worse could that possibly get?