Product Positioning in Kenya’s Local Programs: What the hell are they doing?

Why do the chases always end at a Zain shop? That was a question asked by an observant Kenyan who noticed this discrepancy after watching several episodes of a cops and robbers local program. My brother had also complained about the actors in these programs who talk normally but then tend to shout or overly exaggerate when they mention a particular brand name. Yesterday, my younger brother, Kevin, was actually angered when one of these characters on this particular program called Cobra Squad inserted a Zain tariff (Vuka) into a conversation it had no business being in. This guy was asked, “Where are you? You are not reachable these days,” to which he answered, “Ndavuka!” in an unusually loud and unprovoked voice. “Vuka haraka!” was the equally loud retort from the other end of the line, and there after, the conversation continued in a normal manner. It was such an awkward moment clearly depicting the amateurish attempt at advertisement by persons not familiar with the basic concepts of the industry. It may have been the bad acting or trying too hard that made this attempt, pathetic at best. But whatever the case, it provoked me into writing this article in an effort to put in plain words the ideal objectives of this advertisement method, and how it can be effectively done.

This was actually Kenya’s attempt at what is known as Product Positioning. Product Positioning refers to that advertising style in which Brands and Brand Names are ingeniously placed in the context of the happenings in programs and movies. The world renowned brands are the biggest users of this form of advertising. They sponsor whole movies and programs if they agree to include their products in the different settings and situations in their episodes. If this concept is not yet clear, look out for the following in the next program or movie that you watch. Appreciate the fact that if a man innocently drinks a coca cola, or that familiar Nokia tune rings, or an Audi car is being driven, and the screen saver reads Cisco Systems, somebody paid for them to be there, and this, depending on how it has been effected may serve to be very rewarding in terms of returns. This is what our local programs are attempting to do, with varying degrees of failures. Product positioning that is subtle largely appeals to the subconscious mind, a key frontier that needs to be captured if a brand name is to have any measure of staying power. This is what the local programs, in which brand names are randomly shouted, have failed to comprehend or appreciate. Product positioning is dirking coke without announcing that you are drinking coke, it is about promoting a product without shouting it out loud. It is about products subtly fitting-in in such a way that they seem normal. Since, if the end product is to portray a brand as the natural choice, shouting about it on roof tops or placing excess emphasis or being too obvious actually proves counterproductive. Product positioning is standing out by fitting in.

If I were to have my way, my story line would go as follows:

A man looks at his watch (Rolex), which reads 6.00 o’clock. He then logs off his laptop (Toshiba) and puts it in his bag. He locks up his office and leaves for the garage in the basement. He gets into his car (Nissan XTrail), puts on the radio and then switches to his favorite radio station (Capital FM) to find an advert airing (Safaricom Jibambie). He then drives to the gate, which is opened for him by the security guards (G4S). Feeling a bit stressed, he drives to his favorite pub (Tumbo’s Place), and orders his usual drink, to be placed on his tab. He is given a his favorite beer (Tusker), chilled, but when he feels that he needs something stronger, a double of brandy (Ritchot) is handed to him, with a mixer accompanying it (Schweppes). He thereafter leaves the pub but only to find his car stolen. He immediately calls the tracking company (Track-It) and informs them that his car has been stolen. Without only plastic money (Barclays Visa Card) in his pocket, he looks around and sees a better option, (Safaricom’s MPESA) outlet, smiles and walk in. A few minutes later, he walks out with crisp money that he uses to board the next bus(Citi Hoppa) home. He gets home, tired, a bit drunk and angry that his car has been stolen. He is in no mood for eating, and his wife instead offers him a glass of milk, which he accepts. She goes to the fridge (LG), removes a packet of milk (KCC) which she then hands to then hands to her husband. But as he reaches over, his phone rings (Nokia) and on receiving it, he is informed that his car has been located, indicative of Track-It’s 98% success rate.

This is such a simple setting, but which has included all the leading brands (In Bold) in the industry excluding the actor’s mouth in communicating the brand message.

And if this does not in any way help in making better product placements in these programs, Is uggest that the producers and direstor, also actos, to watch the new James Bond Movie, Quatum of  Solace, or any recent Bond movies. Their product placement techniques are so sweet, you’d get goose bumps.