Ice – Show me the case

Campaign Diaries

Norway

Poor Coverage for Ice in Reklamebørsen

Brand: Ice

Campaign: Both Smart and Dumb

Source: https://www.kampanje.com/premium/darlig-dekning-for-ice-i-reklameborsen/1035258

Goal: To promote the benefits of twin-SIM

Media: Television

Summary: Ice's advertisement 'Both Smart and Dumb' has received poor ratings in the latest edition of Reklamebørsen, with only 47% of respondents recalling it and a weak branding recognition of 41%. Despite its goals to showcase the advantages of a twin-SIM for both smart and basic phones, the film is noted as the most disliked out of 20 evaluated ads for Ice, reflecting that the campaign may have been better in concept than execution. However, Ice's marketing director remains optimistic about the long-term impact and engagement of their advertising.

Campaign Diaries

No Brand Diaries found.

Norway

Ice’s Campaign Plays with the Smartphone: – Attention-Seeking

Brand: Ice

Campaign: Dumb Phone Campaign

Source: https://www.kampanje.com/premium/ny-ice-kampanje-tuller-med-smarttelefonen-oppmerksomhetssyk/1024768

Goal: To promote the idea of using a dumb phone as a solution to smartphone addiction

Claim: You don't have to choose between a smartphone and a life without it.

Media: Television, radio, outdoor, social media

Summary: Ice's new campaign introduces the concept of using a dumb phone as a way to manage smartphone addiction. The campaign highlights the benefits of disconnecting with a dumb phone, especially when spending time with loved ones. The advertisement features personified characters of the smartphone and dumb phone, showcasing their contrasting behaviors. Additionally, the campaign is tailored for various media channels to resonate with different audiences.

Campaign Diaries

No Brand Diaries found.

advertising digital wellness smartphone addiction