Gell Cell

Introduction:

The new Gel Cell by Alcatel is a mobile phone for specified markets. It is very small, the gel is the actual battery, it comes in many colours, and the most important factor is that it is disposable. It has been developed because of the large demand to produce new products in the over saturated mobile phone market. It is a new product with an unfamiliar concept; therefore the advertising campaign is key to the success of the Gel Cell.

This part of the plan is the creative brief. The extensive advertising campaign will include these markets:

1. Senior citizens

2. Youth age 6-17

3. People in an emergency

The forms of media used to advertise the Gel Cell are:

1. Television

2. Newspapers

3. Radio

4. Magazines

5. Internet

6. Cinema

7. Outdoor advertising

8. Transit advertising

Campaign 1: “Have you got your Gel?”

Target: Youth age 6-17, parents, people in an emergency

Youth are the perfect target for the Gel Cell. They like to talk on the phone, because they think it is cool. Parents do not want to trust their children with a £150 mobile phone that will most likely be lost or stolen. So parents will also be targets in this campaign. With the help of this campaign, kids will think it is so cool to have a Gel Cell and parents will be more than happy to buy them for their kids because it is economical and keeps their kids safe.

Television:

· Set in a mall. A fast speed pan of kids hanging out, boys skateboarding in the entranceway, girls talking in a group, and boys throwing something colourful around. The colour of everything in the commercial is not very bright, but the phones that they will all be carrying and throwing around are all very bright. There will be upbeat music playing and there will be sounds of laughter. Then the screen will go to black and in bright colours it will say:

This will arouse interest about what they all have and are using in the mall. Kids will talk about it and guess what they all have. This will be shown during popular times on TV where most...

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...ds, then hear a car putter out, the music screeches to a stop. Only birds can be heard in the distance. An ominous voice says, “Stranded? Lost? Confused? Do you have a phone?” Then another voice says, “ Gel Cell: In a pinch you’re covered for pence.”

Newspaper:

This would be a good form of media for senior citizens, as they are avid readers of the paper. This is a way to show them what the phone is about. There could be ads right next to each other. One would be of a scenario where they really need a phone, like being lost, stranded, or hurt with a Gel Cell in reaching distance. With the line, “Gel Cell: In a pinch, your covered for pence.” Then next to that ad there would be a picture of the phone. There will be a picture of the phone; there will be arrows pointing to the on button.

Brochures:

This would be placed in doctor’s offices, and at chemists. It would be with the brochures on different diseases and treatments. It would be something to read while they waited for the doctor or the prescription. It would describe exactly what the phone does and how it can be used. It will emphasize that it is inexpensive and necessary for safety.