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Grandma

Campaign
Agency Network: 
Published/Aired: 
April 2011
BIC Print Ad -  Grandma

Also From This Campaign 3

Description

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

Caption

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
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dadada's picture

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

dadada
Activity Score 1720
Art Director |

Everybody is creative, be yourself.

atb2005's picture

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.

atb2005
Activity Score 13557
dadada's picture

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

dadada
Activity Score 1720
Art Director |

Everybody is creative, be yourself.

gioborde's picture

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

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

Adwait's picture

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.

Adwait
Activity Score 29
Copywriter
AKesseli's picture

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."

AKesseli
Activity Score 210
Boston University
mr.x's picture

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.

mr.x
Activity Score 998
Forsbergs Skola
AdBuzzer's picture

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

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

Magood's picture

Good strategy, good ads.

Magood
Activity Score 125
Copywriter
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