Let’s start with Cellcom’s ad for zmanismoney campaign. The flayer has arrived to Cellcom’s stands with some delay after the TV and outdoor ads. The message is the same – “get up to 45 minutes for your monthly bill. Visit zmoney.co.il to get the minutes. Btw the trend of watching ads for money is spreading. Belgian Mobistar has launched its own cash-for ads program.
Our second item for today is Cellcoms new proposition for soldiers. The front of the flayer is designed as ad door of typical WC in the army – with military “folklore” graffiti on it. The motto below is “Every soldier has his own talking”.
On the backside 3 programs are offered. 1) Monthly charge of ILS 12.9 for ILS 0.10 per minute to Cellcom’s soldier community and ILS 0.49 to any other number. 2) Monthly charge of ILS 19.9 for ILS 0.29 per minute (starting from the second minute, the first minute costs ILS 0.49). 3) The third option is actually a variety of flat rates. According to Cellcom’s website, there are 5 plans called “fix for soldiers”. The smallest one costs ILS 90 for 200 minutes and the largest costs ILS 425 for 1400 minutes.
Fall is the season of mass recruitment, so each year mobile operators launch special promotions aimed at this audience. This for to reasons. First, soldiers are considered “power users”. As they spent a lot of time away from their friends and family the consume a high volume of communications services to stay in touch. Secondly, soldiers are the future adult consumers – so MNO’s try to create loyalty to their brand even by greater than usual discounts.
The next is a promotion of Nokia 1208 device. The flayer is as simple as the device it advertises. Cellcom offers an istant prize for those who purchase two above mentioned devices. Nokia 1208 is very basic handset (no camera, no Internet, no Bluetooth, no memory card etc) and it’s being marketed to ultra-orthodoxes (chareidi) Jews. This public is usually belongs to low socio-economic groups and on the other hand they obey very strict limitations in their everyday life – including home appliances and Internet. So, this basic device without advanced capabilities and low price (approx. ILS 465) fits their needs. In addition, in most cases, religious families have a few children more than average, so this promotion is clearly aimed at them.
Let’s jump to two promotions from Pelephone. The first one is Telit’s GPS device for cars. It costs ILS 1076.
The second one is more interesting. In light of the forthcoming fall holidays Pelephone has launched a roaming offer for tourists. Pelephone takes an obligation to provide the
lowest prices for calls from abroad to Israel. That’s interesting because Pelephone being CDMA operator has traditionally been a weak player on the roaming market. While Cellcom and Partner clash in roaming promotion at least once or twice a year, for Pelephone this is unusual. We’ll see if they succeed. Roaming is interesting issue, I think some day I’ll write a separate post on it.