Televisionpoint has this to say about the chocolate brand, Perk, going online – “On the website, the target audience can download music, videos and applications that interest them, and also create their own content”

Now, go to Takeitlightly.com

Can you see links…to add anything? Unless there’s something wrong with all my browsers (Firefox, Opera, Chrome and IE8), I do not see any links at all.

Which actually makes sense, since the same Televisionpoint story also has this, “The beauty of the online campaign for Perk is that we just identified those moments and placed the brand in the context of those moments. The 30 second website just closes the experience,” quoting Kunal Jeswani, head of planning, new media, OgilvyOne, which conceptualized this campaign (!). 

Question time!

To Perk…

1. Who approved this brilliant idea? Its a TV spot camoflaged as a website, since the hallmark of a website – unless its intended as a gimmick, like this Kitkat website – is interactivity/ engagement.
2. How much did you guys shell out to OgilvyOne for this concept? Answer this with the recession in the back of your mind.

To OgilvyOne…

1. Okay, I’ve seen the site. It loads with a few predictable youth-irritants, as you put it, cleverly impersonating the flash loader and ends with a cute Genelia and hep words like nada. That’s it?
2. Do you expect me (or anyone else) to visit the site again? Or is it like a one-site-stand?
3. What success metrics are you giving your client? Number of people who stayed in the site for 30 seconds, only once in their life time?
4. Did it occur to you that this one-way, push communication was perhaps better suited for the idot box and sounds like a better bet than that moronic tie salesman ad?

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