[Expertise]
Video Websites Social media Acquisition
[Objective]
The Phone is a touchscreen phone without Internet that gives 8-12 year olds an autonomous experience — safely. Our main goal: introduce the brand to the general public and educate parents on the risks of smartphones for kids under 12.
[Team]
Creative Director Media Buyer Social Media Manager UX Designer Copywriter Art Director
[Solution]
We could have made The Phone a "medical" product that cures issues like addiction, cyberbullying or access to adult content — but we chose to make it a "wellness" product. This Internet-free phone doesn't restrict kids — on the contrary, it offers them autonomy and moments of connection... to real life. When educating the market, we talked about the harmful effects of smartphones without ever mentioning The Phone. A positioning embedded in every content: videos, carousels, emails…
