Rogers Wireless promotes pre-teen cell phone
By Adnews Staff
Toronto-based telecommunications company Rogers Wireless has introduced a new cell phone called Firefly aimed at Canadian pre-teens and parents. The phone uses five keys instead of a regular dial pad. Parents can program up to 22 outgoing numbers into the phone. These are the only numbers a child will be able to call with the phone. Optionally, inbound calls can also be restricted. "Our research shows a real market demand for an innovative solution like the Firefly phone that gives parents the peace of mind of staying connected to their pre-teens, without overindulging them or risking misuse," said Raj Doshi, vice-president of device and product management at Rogers Wireless. Advertising for the phone will be aimed at parents. Advertising will run in Today's Parent, Chatelaine and Glow magazines. Radio and major daily newspaper advertising will also take place. In addition, Rogers will run promotions with youth content providers such as YTV to promote the Firefly to young users. Advertising for Rogers Wireless is handled by MacLaren McCann.