Acer Mimics Apple with Iconia Tab Promo VideoNovember 28, 2011 2:39 pm ·
Remember last spring, when the iPad 2 first came out, and Apple ran its “We Believe” commercial? If not, see if the following clip jogs your memory.
With that fresh in your mind, check out the commercial Acer put together to promote its new Iconia Tab A200.
Aside from the rather distracting sound of the crackling fire and the extra minute-and-a-half that it took Acer to create the same sentiment for its tablet, it’s pretty clear from whom this Taiwanese tech manufacturer is taking its marketing cues.
“Acer wants you to know that Apple doesn’t have a monopoly on sappy tech commercials,” Engadget’s Terrence O’Brien reacted.
However, while he might be right that Acer wants consumers to know that, I don’t know that consumers are so easily convinced.
Noting its cult following as the strongest piece of evidence, it is clear that Apple has mastered the art of selling its impressive gadgets through non-technological means.
In its “We Believe” commercial, Apple spent nearly all thirty seconds talking about one thing: the belief that getting technology “out of the way” is what really opens doors for its consumers. In other words, the richest benefits of technology are not fully realized until consumers are able to see past its complicated, often-intimidating façade. Paired with shots of widely appealing uses of the tablet and a soothing piano number, Apple made it clear to viewers that use of this still-new technology was not exclusively reserved for tech gurus.
In thirty seconds, Apple effectively told consumers that anyone could benefit from purchasing the latest iPad.
Meanwhile, with four times the time, Acer still seemed to struggle in conveying a legitimate connection—emotional or practical—between its tablet and potential users.
To borrow again from O’Brien, “Sadly, the clip doesn’t reveal too much about Acer’s new slab.”
Another reason for the commercial’s comparative ineffectiveness is that Acer seems to be cutting corners in a mad dash to engage Apple head-on. Unfortunately for Acer, however, not only is it a novice in the tablet market, but its suite of features does not carry the same, widely familiar reputation as that of Apple. And without that familiarity, it becomes extremely difficult to familiarize consumers with those features and establish that deeper, more emotional connection—even with an extra ninety seconds.
In other words, Apple possesses the coveted marketing “magic” that it does largely due to the reputation that it has spent decades creating with minimal deviation. It took time to build that reputation, time that can’t simply be replaced by sizeable ad budgets or good-looking actors—or even a smaller price tag.
If Acer is serious about playing Apple’s sappy commercial game and actually being effective, it is going to take, above all, time—and lots of it. Otherwise, it can count on continuing to be cast in the shadow of the frontrunner it wishes to target.