Pomegranate Phone

Being a tech and gadget enthusiast I have to admit that when I loaded up the micro-site… I got really excited.


Even if you don’t trade your cell phone on craigslist every 6 months to upgrade to the “next” gadget, many of us take our cell phones pretty seriously. Whether you have a flip phone, a touch screen or 3G capabilities, the Pomegranate Phone NS08 thinks its got what you’re looking for. Immediately following the intro video where the graphics read, “The ultimate all-in-one device, where no phone has gone before,” I found myself asking the obvious questions. Who makes it? How much is it? Where can I get it? With a short name that sounds like the next generation NS-5 from the movie “I,Robot” the NS08 does not come with a warranty nor a mail in rebate and in fact isn’t really even a phone after all.


In an effort to maximize their advertising budget and promote their Canadian province, the Nova Scotian government turned to a non-traditional form of advertising and marketing. The phone is not real and does not actually exist. Instead it merely peaks the interest of their target audience by getting there attention with an over the top and seemingly expensive device, before drawing them into their real offer. After getting past the “fake” and almost believable introductory content, the website refreshes and exclaims, “Some

day you’ll be able to get everything you want in one device. Today you can get everything you want in one place.” The next website that appears is a micro site with information on Nova Scotia as well as a link to there government tourism homepage. Some might call it a stretch, I think it’s part advertising genius and part stretch.


After forwarding the link around to some colleagues, many individuals did not even make it to the Nova Scotia section. Because the content was so rich upfront many people did not get past the content to the “trigger buttons” launching the Nova Scotia site. In some cases, individuals were so taken by the authenticity of the content they even inquired with me, “I want one, I checked my contract and I can upgrade now, what service is this on!!??” (Anonymous Big Fuel Employee) According to one of the campaign representatives, “They’re trying to reach those with clout in cities such as Boston, Toronto, Ottawa and Calgary.” (Stacey Jones-Oxner, LA Times, October 30) Given the high end audience, it seems to me that they’ve hit the nail on the head in regards to being relevant. As for cost efficiency, the results speak for themselves. “If you consider the amount of people we have reached and compare it to the cost of say a full-page ad in ONE of our target cities (approx $60,000) it is a solid investment, Jones-Oxner wrote.” (LA Times, October 30)  My overall assessment of this campaign is that it is and will continue to be successful.  I give a lot of credit to the small southeastern Canadian province for taking an alternative approach at marketing, there is something we could all learn from it.


One month into the campaigns launch it had accumulated nearly 150,000 hits. With an unlimited shelf life you have to imagine that number will climb higher.  Check out PomegranatePhone.com





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  2. 11/27 2010

    […] posted on ContenttoCommerce.com a Big Fuel Communications blog.] 11. Dec, […]


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