Cellcom will revive Arad festival on Sukkot holiday (Festival of booth) between the 5th- 7th of October, for teenagers and young adults.
The operator will turn the Arad city to a city of music, after a few years in which the festival has been shut down. Participants will enjoy live performances and parties. Estimated project cost – 14 million NIS.
Among artists intended to prefom: Ivri Leader, Aviv Gefen, Yonni Bloch, Assaf Amdursky, Maor Cohen, Shiri Maymon and more…
The festival will be called “Cellcom Volume Arad” like previous Cellcom festivals such as “Cellcom Volume Kineret“.
It seems that Cellcom are ready to invest a lot of money in order to engage youth segment with the brand and to connect the Cellcom brand with other types of media rather than mobile, such as : music and entertainment.
Here’s the TV ad for the new activity (Notice it says Cellcom Media on it). Ireally liked it, it’s really different from other Cellcom TV ads which usually focus on what’s Israeli and targets an emotional focus. This time it’s actually catchy, hip, and has a real message that comes through.