By Lisa Johnston
New products on display at the American International Toy Fair, held in N
West Palm Beach, Fla. – MagicJack VocalTec is rolling out a global brand refresh of its MagicJack Plus value-priced VoIP device.
The campaign marks the first major marketing initiative under MagicJack’s new management team and is the first brand refresh in its seven-year history as the company expands its international and U.S. distribution footprint.
The company named Gerald Vento CEO in December 2012, and added a new COO, Timothy McDonald, last month.
A new national advertising program titled “Do The Math” will run on TV, radio and in print and offers a shift from the type of direct-response “As Seen On TV” advertising the company has traditionally run.
“Do the Math” ads will run in English and Spanish on television and SiriusXM Radio, Pandora and Facebook, among other outlets. MagicJack will also support the campaign through aggressive social media outreach; including the introduction of the hashtag #MagicMath across the company’s Facebook, Twitter, LinkedIn, Pinterest and Vine social-media channels.
The campaign represents the first step in the global brand refresh that includes the company’s website and social media, with packaging and retail point-of-sale materials soon to follow. Enhancements to the customer care experience, to be announced soon, will also be included in the brand refresh, the company said.
The company is partnering with agencies SocialDeviant for social media, and White + Partners for strategic media planning and buying.
The MagicJack, launched in 2007, offers prepaid unlimited local and long-distance VoIP calling using a home or office Internet connection, with or without a computer.
MagicJack's service allows users to keep their existing phone number and the monthly price includes unlimited local and long distance calls to the U.S. and Canada, unlimited international calls to the U.S., unlimited MagicJack-to-MagicJack calls worldwide, free Wi-Fi calls with the MagicJack app, free voicemail, caller ID, directory assistance and call waiting with no contracts.
“Millions of customers have already discovered the compelling appeal of our high quality, value-priced phone service, saving hundreds of dollars a year by replacing their landlines,” said Vento. “When customers ‘Do the Math,’ they will find that there is simply no other offer in the market that provides the same value and quality as MagicJack.”
MagicJack Plus is sold through leading retailers such as Radio Shack, Walmart, Best Buy, Target, CVS and Walgreens as well as at MagicJack.com, for $49.99 and includes six months of phone service. MagicJack phone service costs $29.95 a year thereafter or $99.95 with a prepaid five-year plan.
The company said it has sold more than 10 million MagicJack devices, now in its third generation.
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