Blum Airs $20 Mil. Tracfone Push




6 Spots Are First National Effort for Client
NEW YORK–The Blum Group will unveil over the next several weeks a $20 million campaign for Topp Telecom’s Tracfone brand of cellular phones for which consumers pay ahead of time.
The national effort seeks to expand the market for prepaid phone card users beyond its current “credit-challenged” base to the mainstream, including college students and teenagers, said Alan Blum, principal of the New York shop.
The six spots are the former Blum/Herbstreith’s first work for the client since winning the account in a review against undisclosed agencies earlier this year. There was no incumbent. The push is Topp’s first national effort. The spots will run on cable and broadcast networks.
Each spot seeks to address a different benefit of prepaid cellular service. One shows a teen trying to get past a bar bouncer by presenting him with a blatantly fake driver’s license. The bouncer tosses him out. The spot cuts to its theme: “No age limits.” The campaign’s tagline: “Get smart. Get Tracfone.” Other spots emphasize benefits such as “no rejection” and “no bills.”
Consumers use Tracfone by buying an airtime card in advance and using the phone until the purchased time runs out. Competition in the nascent prepaid cellular market includes
BellSouth, Omnipoint and PageTel.