upc Cablecom also goes against the law of continuity
After I complained about Swisscom in the last issue, Sunrise in Issue No. 12, and Orange in Issue No. 1, it’s now Cablecom’s turn. By Theophil Butz.
What it's all about: After Massimo Rocchi, ex-rapper, ex-lead singer and actor Carlos Leal is now promoting upc Cablecom after only one year and demonstrating with a lot of wind that Cablecom offers a 6 times faster network than Swisscom.
My thesis: This claim is clearly comparative advertising and probably not provable and possibly illegal. In other words, a lie to the consumer. Cablecom has had a distribution box on the outside of my house for quite some time. Until some time ago, it was still labeled "Rediffusion". If there is a defect somewhere and no one is at home, nothing works there and the network certainly does not run 6 times faster, but no longer at all, unless the technicians climb over my fence.
But now back to my thesis: Cablecom not only built the worst image, it deserved it. The way this company dealt with customers was a disaster. Now CEO Eric Tveter wants to turn things around with Carlos Leal. Who offers me a faster and cheaper service is not clear from the advertising. The latter would have to prove to me that Cablecom is not 6 times faster than Swisscom. But they prefer to transport hearts over lake, forest and meadow. The whole Internet provider service is a black box and a consumer rip-off. Have you seen Cablecom's latest commercial? The template for this idea comes from the 70s for Maxell Electronics (see picture). Even Massimo Rocchi would have managed this acting performance. But no, now we need a new one. He tells us on TV how much more wind cablecom has. Breathtaking. But no customer believes this news.
Cablecom spends too much energy to finally tell the customer what Cablecom does better. I think everything is the same crap. How can you expect the consumer to go through so much concept changes. They just don't believe it anymore. I've always preached that the most important communication tool is continuity, see Apple. So now, though, that's the end of it. My put up this week was that my insurance will pay for the consequences of water damage to 100% without any big ifs and buts.
Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
