People were taken aback by a print/TV/billboard blitz for a new mobile provider over the weekend. Red Mobile is Smart’s bid for the huge prepaid unlimited market, via its subsidiary CURE. The brand claims better quality prepaid, nationwide 3G coverage and calls up to the last 50 centavos. Print & TV broke over the weekend, handled by DM9 JaymeSyfu with media by DDB Media.
The assignment is the latest Smart brand for DM9, which already handles the telco’s corporate, Smart Money, International, and IDD Pinoy businesses. DM9 President Alex Syfu said Red Mobile was launched because "there is opportunity in the pre-paid market" and added "with the current economic situation people are looking for good value and the pre-paid offer should be the best available."
He elaborates that the name "Red" is based on the idea of a revolution, and came out of a long list of names and images. "The brief was to come up with a catchy name, one syllable and not the usual telco name."
Will the revolution come to pass? Manila’s consumers with a sharp eye for a bargain are already queuing up at red mobile load stations to give it a try.
