I was in my local electronomegaplex this afternoon, and happened to notice this display. It’s from Solo Mobile, and the ad’s main text reads:
A monthly plan with no contract
Commitment is for suckers
This struck me because I’ve got a two year ball-and-chain deal with Fido. Therefore, I’m a sucker. I’m guessing that the majority of people walking passed that sign in FutureShop also have cell phone contracts, and therefore are also suckers.
Is it wise to insult your target market? I’d generally say no, but I suppose it got me talking about the offending company.
I might have positioned the ad a little differently, emphasizing the evil of established carriers. But, heck, that might not have worked as well.
DarrenBarefoot.com 
I’m a 24 month Fido sucker too.
I’m counting the days until I can complete my contract with them (in early 2007).
I will still go for a contract – but will do so with an actual cell phone company – Fido was the worst mistake I ever made as a consumer.
i like fido, so far so good. The interesting thing about this add is it’s making fun of their parent company. bell canada. weird.
Keep in mind that their target market isn’t really people with 2 or 3-year plans already. They’re targetting people like me who would rather have no cell phone at all than commit to a multi-year contract (been there, done that).
I wonder if they’re not trying a lifestyle marketing thing to a different demographic: trying to capture the 14-24 age market.
Arwen,
You hit the nail right on the head. I did a few year stint at an ad agency and our largest client was a telco. Prepaid’s big market is what you say, youth – 14-24. It was really interesting to read all the youth-targeted reports as to how selling tactics are different. There was a documentary about marketing to youth done by PBS a few years ago. Made me kind of sick to be in the ad business. 🙂 Now, I’m with the feds. Go figure.
Cheers,
David
Forget cell phone subscribers, they’re insulting every one who’s gotten married out there! Don’t they realize that married people will need *two* cell phones? Talk about cutting your own throat!*
* uh, I meant Solo Mobile, not married people. Although, you know, sometimes…
Well, it was effective marketing with me and I’m somewhat older than 24 (though I’ll admit I’m also one of those pesky single people). Solo costs about the same monthly as I was paying for my old cell phone plan (for about the same services), without the commitment of a contract or the annoyance of prepaid so it’s appealing to me to me already. Maybe it’s time to get a cell phone again. 😀
To wader:
Fido was bought by Rogers.
http://www.fido.ca/portal/en/support/acquisition.shtml
I’m strangely attracted to this anti-commitment philosophy…
pity I hate pay-as-you-go phones. Oh well.