Online Marketing with Pomegranate Phone
The Pomegranate: Laughable and Yet Productive Ad Campaign
Aug 2, 2009
The Pomegranate is an ingenious online publicity campaign attempting to lure browser attention by suggesting something unreal and downright crazy.
The Dream Phone Concept?
The Pomegranate Phone is the ultimate phone incorporating all the possible features one can wildly dream about. The phone is based on a rare, rather incredible technology as it has the built-in feature to translate whatever the user says into any other universal language. This is not all – there is a mini-projector to facilitate parallel presentation in the form of movies.
Tricky Online Ad Campaign
The truth is the Pomegranate is a clever and an almost tricky online ad campaign that attempts to arrest browser attention by suggesting things that can be best described as something cranky. When one visits the official website of the Pomegranate, one encounters plenty of comic features with video projectors and a presentation style that compels browser’s attention.
To the less clever browser who cannot read between the lines, this advertising strategy tactfully manipulates the true intention of promoting Nova Scotia. The ones with better business acumen, however, are able to discern that there is something more subtle than what meets the eye.
Misleading Absurdities
The Pomegranate’s website ‘Explore’ tab guides one through a list of absurdities like it being a coffee brewer and a shaver. It is an indication to suggest how maddening the features of the Pomegranate are. It is absolutely ridiculous to imagine that one can use a piece of smart phone for obtaining a cup of fresh black coffee or for getting rid of a two-day old facial growth.
Unveiling the Truth
But there is relief forthcoming as when one clicks on the right-hand side tab of ‘Release date’ a window pops up to let the user know what Pomegranate is all about – or in other words the ads about Nova Scotia beginning to appear.
After letting imagination run riot, this ad campaign at last delivers the end product —an online advertising campaign craftily designed to draw huge web traffic and interest towards Nova Scotia and term it an appropriate site to set-up a business enterprise, visit for a vacation.
The gullible browser will find the Pomegranate Phone a deliberate attempt to mislead him and the more discerning individuals might perceive the whole thing a piece of trickery. The truth is that the fraudulent (if one may say that) product presentation along with the comic strips (made by Journeyman Films) is a calculated ploy to introduce browsers to Nova Scotia's “Come To Life” tourism campaign.
The critics have dubbed it a mischievous ad campaign to befool the viewers attempting to sell some non-existent fancy goods. But the grim fact remains that the Government of Nova Scotia, spent an astronomical sum of $300,000 on this seemingly ridiculous ad campaign. At the end of the day, the Pomegranate has proved successful and more than served its purpose – though some may continue to feel amused at the entire concept.
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