Agency Network: 
April 2011

Print advertisment created by Ignitionk, Spain for BIC, within the category: Electronics, Technology.

Your replacement cell phone, just in case.

Advertising Agency: Ignition K, Madrid, Spain
Creative Director: David Moure
Art Director: Manuel Martínez Soler
Copywriter: Victoria León García
Illustrator: Manuel Martínez Soler

Comments (9)

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dadada's picture
Activity Score 1720

i like the idea but positioning the bic phone as a replacement phone make me septical, what's the goal behind this strategy?

Everybody is creative, be yourself.

atb2005's picture
Activity Score 13557

They can't possibly position it as something better because it's a cheap phone in the first place. I like the strategy here. It's clever. Since the phone cannot compete with the big name brands (iPhone, Blackberry, etc), why not market it as a cheap disposable "just in case" phone? Works for me. Cute illustrations, btw.

dadada's picture
Activity Score 1720

i'd position it rather as "a phone on wich you can rely"

Everybody is creative, be yourself.

gioborde's picture
Activity Score 1387

And then ur off competing with absoluteley every single brand in the market for the same product benefit. And thats where lovebrands come in to prove ur strategy is no good. I like this strategy


Adwait's picture
Activity Score 29

I'm guessing it must have taken a whole lot of research and strategy for the client to go with such a positioning. Although, would anyone by a 'just-in-case' phone in the first place? Best of luck, client.

Kudos to the agency on the illustrations.

AKesseli's picture
Activity Score 210

I like the angle but I really don't understand the ads and the artwork. The idea works off the general public's sensibility. They should also make an ad regarding the high cost of phone insurance nowadays. "Take a risk with a new, expensive phone. If....When you break it, buy this one. It's not a contract phone, but it'll do."

mr.x's picture
Activity Score 998

the concept of this campaign feels a bit forced. I mean, you have to have an old lady there to get the idea, and a baby and a dog in the other two ads. I like the idea though, but not the execution.

AdBuzzer's picture
Activity Score 1174

I think the strategy is OK for this brand. I'm not sure though if this communication really targets the right groups.

Magood's picture
Activity Score 125

Good strategy, good ads.