Moroccans are bombarded with boring advertising that are most of the time targeting the lower illiterate social classes. I have seen the new commercials currently diffused in 2M and AL OULA by Meditel, and it looks like they wanted to target young generation or may be the older generation that wants to be cool?
Their message statement is “HELP THE CITIZEN STAY YOUNG”.
They tried to use humor appeal, and I personally did not get it. This was a very risky method to use and we as young people don’t want to be associated to this non classy image that reflects MEDITEL.
They tried to reposition themselves, due the strong competition especially from INWI that is using an extraordinary marketing communications strategy. (When thinking about INWI we think about classy young brand). If their purpose was to make people talk about them, it works since everybody is making fun at MEDITEL new adverts and the “famous” Moroccan figure used in it. From YOUTUBE comments, we can notice that a high number of people did not get it and did not want to be associated to that image.
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