Tuesday, 21 April 2009
One For The Ladies
Of the many wonderful things to be found in the diverse and rich playground that is the Internet, this is one of my favourite things today. It was advertised on my phone bill and piqued my curiosity because of the whiff of egregious sexism it carried with it.
It's Etisalat's 'My Bouquet' service, a special range of offers for the little lady.
The advert on my phone bill offers the chance to win a pink Blackberry Pearl - because girls only like pink, don't they? Of course they do, lads.
But then we have the actual My Bouquet section of Etisalat's website (Interestingly, if you search eim.ae for "My Bouquet" it doesn't return the service as a result. Nice.), a true phenomenon of targeted marketing. For a start, it's got flowers on it - and everyone knows the girls love a flower every now and then! Especially those ones from Emarat, eh chaps?
"My bouquet is carefully designed to best serve the need of the women" Etisalat declaims on the site, which is illustrated with a (licensed, I hope!) picture of a sappy-looking Nancy Ajram. And how right they are! There are three bouquets, Lilac, Tulip and Orchid, which are perfect for the need of the women.
Lilac lets the women talk internationally for 1.6 hours. Tulip lets the women talk internationally for 5 hours and Orchid lets the women talk internationally for 8.3 hours. There are some reward point thingies and the chance to win that lovely, desirable and oh! So female! Pink Blackberry.
So there you go ladies! Now you can win a pink Blackberry and talk for a long time on the 'phone!
PS: I coloured this post pink especially for the ladies! This segmented marketing lark is a DODDLE once you understand your target audience, isn't it???
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