We'll Call You - Kingsmill
We have a confession to get off our chest, so we rang up Kingsmill hoping to spill the beans and perhaps win some money in the bargain
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Kingsmill - Kingsmill careline, [name] speaking, how can I help?
Mktg - Hi. I've just seen a TV ad which talks about sharing a confession. I'd just like to share mine, but not sure who I need to speak to.
Kingsmill - What you actually need to do, is go on our website and you can upload it on there.
Mktg - I've not actually got the internet, which is a problem. I've just moved house. Is there any other way? Could I tell you?
Kingsmill - I'm not sure actually. One moment.
Mktg - Thanks [holds].
Kingsmill - Hello, I've just double-checked and it is just a web-based thing.
Mktg - Sorry, have you got the internet there? Could you register it for me?
Kingsmill - It's not something I would be able to do. You do have to go online and do it yourself if you want to put one on there. It's just a bit of fun, really.
Mktg - I've got a funny confession though.
Kingsmill - Do you have a friend, or could you go to the library to do it there? I can't take it for you. It is just for people to have fun on the website. The selected ones are put on there for everyone to see.
Mktg - Is it part of a competition?
Kingsmill - It's not part of a competition, no. It's just a bit of fun. If our marketing team think it's a good one, they would put it on there for everyone to read.
Mktg - Could it be used in an ad as well?
Kingsmill - I'm not too sure. Our ads aren't real ones, they're ones we came up with.
Mktg - I fed my mate my dog Barney's dog biscuits with a cup of tea. [pause]. He was too polite to say anything. But, obviously, I need to get the internet, don't I?
Kingsmill - Yeah. Alright then, bye.
Verdict - Although the campaign is comical, the call-handler's attitude illustrated a lack of integration with the TV and digital strategy. When I did get the chance to go online, I discovered it offered the chance to win £250 in Red Letter Day vouchers, despite having been told there was no competition.
Score - 2/10
Comments
Nicola Lucas - 03/11/2009
These things are ridiculous, I feel sorry for the people at the other end of the phone. They told you it was a web based thing which it is, theres nothing else they could have done. It's not a serious test you are doing it's just a prank call.