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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.