Pelephone is running an interesting device promotion campaign. Pelephone offers to buy now a new handset, sign a contract for 18 months and after one year to get a a new, more advanced device for free. A TV spot showcases the first “A Star is born” (the Israeli version of the American Idol) diva – Ninnet. She buys a new phone, a year passes and she returns to Pelephone store to get a new one. The spot is a bit strange. In order show that a year has passed copywriters used a creative presentation of four seasons. That’s OK but… there is no snow in Israel and other seasons don’t look Israeli too…It seem more like Romania. Oh what a surprise the commercial was actually shut there.
It seems that the campaign prepares the ground for the expected GSM network launch in the beginning of 2009 (today Pelephone operates a CDMA infrastructure). Naturally after the launch Pelephone will have to transfer the customers to the new network as quickly as possible to avoid operating both networks for a long period. So the current promotion is building a mechanism for the fast switch which otherwise may take time.
Here is the spot:
And the POS brochure. It offers a choice of six handsets and a personal voucher which gives you the right to get another device one year from now.