Verizon’s Ad Campaign against iPhone

21st October, 2009 by Adina
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The commercial ad campaign named DroidDoes, meant to put Motorola Droid in a favourable position towards its opponent iPhone, was launched a few days ago. The campaign outlines those features iPhone is lacking, such as customized home screens, open development, multitasking, widgets, hardware keyboard and replaceable battery.

Other features of Motorola Droid are also outlined, such as its 5-megapixel camera, an 800×480 display and the Android operating system. Deep integration of Facebook, speech recognition and text-to-speech conversion, double tap gestures, GPS, YouTube widget for web video directly playing from the home screen are also enumerated. The design also includes GPS and Wi-Fi, as well as EVDO-based 3G and a sliding QWERTY keyboard.

The campaign should raise in intensity from next Sunday onwards. Verizon has already the experience of such an event because a similar promotion was made for BlackBerry Storm in 2008. The difference is that in 2008 Verizon only promoted the features of Storm, without directly referring to their opponents from Apple. The video of this campaign calls out every major weakness on the iPhone, starting with its inability to run background applications to the App Store. The site continues with a series of things that the iPhone can’t do, using black text-on-white background, commonly seen in Apple ads, displaying statements like iDon’t run simultaneous apps, but without naming iPhone directly. After a handful of these statements, the site displays a page with the heading “DroidDoes”, accompanied by a banner rotating through a number of the Droid’s features, including Android 2.0, video recording support and background tasks. Verizon is sending a message that they have alternatives to the iPhone, but this kind of sharp attack is more than what anyone may have expected, including Apple.

The official launching of the Motorola Droid, initially scheduled for November, is now confirmed to take place on October 30th.


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