There are many key moments in a child’s life – the first word, the first step, the first day at school… and, at some point, the first smartphone. Unlike those early milestones, the decision of when it’s time for a phone is up to the parents. For most families, this moment comes between the ages of 6 and 12. It’s a big step, one that brings new opportunities but also a set of challenges.
With its “SAFE” campaign, Drei is leading the way as the trusted partner to help parents navigate this important moment in their child’s life.
Drei aims to support parents in making their entry into the digital world as worry-free as possible
Kids are known to talk their parents’ ears off with endless questions about life, and digital phones provide the answers – satisfying kids’ curiosity and saving parents the hassle of looking everything up. In the TVC, a curious 7-year-old relentlessly asks tough questions until she finally asks the big one: “Mum, can I have a phone?” And Drei has the answer – SAFE – offering peace of mind for both parents and children as they step into the digital world.
The new campaign focuses on in-store consultations to guide parents on suitable products, with a specially developed offer that includes a free SIM-only plan (along with two existing plans). Drei aims to support parents in making their entry into the digital world as worry-free as possible – not just during the campaign, but for the long term.
Watch the TVC here.