An experience I had several years ago ...
The Camden Crawl in Dublin.
A mini urban music festival.
The Experience = the Joy of discovery.
A confirmation of youthful exuberance, creativity and progressive values …
And it was brought to me by Meteor mobile.
(Ghost Poet among other acts has stayed with me. A semi-permanent link in the random fog of brand association).
Meteor seemed committed to music progression / emergent culture.
A commitment to talent on the rise. A new generation.
All great brands are committed to powerful stuff. Either of their own making or of ours.
For Nike it is the idea that 'anyone with a body is an athlete'.
Camden Crawl was small scale in the marketing mix for Meteor.
Not a consistent beat to their drum ...
"Huh? But we sponsor the Irish Music Awards - the main event in the calendar?"
(I hear them say).
Yeah - but too broad base, a different cultural context. Anyone can do it.
Camden Crawl stood for something different. Unique.
A corner of my mind that was forever Meteor.
Something to build on and layer up over time.
And really resonant with a pioneering youth focused brand.
It didn't feel like Budweiser, Heineken or Vodafone could do it.
Sadly, Meteor, you lacked the commitment.
You got distracted by the ideology of brand = campaign.
Or maybe it just didn't work out.
Either way, I have no idea these days what Meteor are committed to.
Is it Meteor Extras?
Do I care?