Check out this spot from KOLD in Tucson... look familiar?
These are copycat spots from the ones WCCO did. I kind of liked the WCCO spots - but this one does nothing for me.
The best part? Their slogan is LIVE. LOCAL. LATEBREAKING!
Nothing says we're aggressive and all over the big, breaking stories like a PBS spot on qualudes.
6 comments:
I agree. Compared to WCCO's version, these spots left me kold.
HA!
How easy must it be to be a competing station in that market?
"Don't get left out in the KOLD. Watch ActionNews 7"
"You're current news broadcast leaving you a bit KOLD? Have your news served hot and fresh with KLOL"
Okay.. now you're turn.
"Stay with us. We won't give you a KOLD."
"Because you want to chill...not get KOLD."
However, they actually go by K-O-L-D. Though in the same market there is KGUN, and yes, they go by the badass K-Gun 9.
NOW about the video...lol. This doesn't fit their image at all. Their presentation is hard news javascript:void(0)bordering on tabloid. A clip from 2007 featured more majestic music which would have been a good supplement to this promo.
This is why you have to do this strategically from the top. WBZ and WCCO both had management (in fact, the same management) on board with their promotional shift to the "no hype" format.
If you're an "action news" product (of which L,L,&L-B is small step below), this type of promo makes zero sense.
I'm all for copy-catting great spots... IF THEY WORK WITH YOUR BRAND. Unfortunately... this DOES NOT.
hmm...i guess we should be flattered?
mplsmade...
good to see you!! how are these spots working out for you all at WCCO? Made any tweaks? See any ratings differences?
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