Cellcom is launching an emotional advertising campaign that targets Israeli families, focusing on a child receiving a new mobile device during a school trip. This initiative, backed by a NIS 5 million budget, reflects changing norms with 71% of parents supporting phones for children aged eight and older. In response, Cellcom is introducing a subscription plan tailored for children aged 8-14, featuring safe browsing and limited usage. A survey reveals parents prioritize communication and safety, validating the need for such innovative services in family dynamics.
Cellcom's new campaign revives nostalgia through shared Israeli experiences, highlighting a child's surprise over a new phone, part of a broader strategy to connect families.
The campaign features a benefit that offers a tailored plan for children aged 8-14, encouraging families to ensure safe communication and connection.
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