Agency Network: 
April 2011
BIC:  Grandma
BIC Print Ad -  Grandma

Also From This Campaign 3


Print advertisement 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
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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?

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.

Activity Score 13547
dadada's picture

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

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

Activity Score 1385
Art Director at LEO BURNETT |


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.

Activity Score 29
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."

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.

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.

Activity Score 1172
Marketing Manager |

Magood's picture

Good strategy, good ads.

Activity Score 125
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