A SIM pack for Gizmo -- targeted at children aged seven to 12 -- retails at 150 pesos (about US$3), while the lowest-priced mobile phone in the package, a Nokia, costs 3,490 pesos. Smart, the market leader, launched Smart Kid last May; however, this is a post-paid service and thus more expensive.
Gizmo's initial advertising and promotions salvo consists of a tri-media campaign, which underscores the message that the product is not a toy. In the TVC, Gizmo is shown being given by parents to their school-age children, whom they believe are responsible enough to own a mobile phone. Conceived and executed by Harrison Communications, the campaign highlights the theme 'Discover. Connect. Play'. Among Gizmo's features are educational downloads tied up with Discovery Channel and Animal Planet, Quick Text, Emergency Text and games.
Globe eyes kids in new Philippine telco price fight
Globe Telecom has moved the telecoms battle into the kid's market, launching the country's first pre-paid mobile phone service for kids.