With all of this ‘new’ many people are asking themselves what is going on at magicJack Vocaltec Ltd. (NASDAQ: CALL). Well, the answer is pretty simple, there is a lot going at the company that has popularized itself after its incredible offering of unlimited home phone service for just $20 per year. For over a year now people have been curious as to what magicJacks direction would be after Dan Borislow (the inventor of the magicJack) stepped down as CEO of the company. Those questions were answered today as magicJack/VocalTec announced that it is rolling out a worldwide brand refresh campaign for it’s extremely popular magicJack plus 2014 device and all of its VoIP telephone service.
The brand refresh it the first major marketing campaign for the company since the original magicJack was released back in 2007. Their release of the magicJack plus included updated commercials (including new questions about the magicJack girl) but no other major changes. It is also the first major marketing campaign to be undertaken by the new management team that includes new CEO Gerald Vento and COO Timothy McDonald.
The brand refresh is designed to appeal to larger distribution channels, international markets, and a larger customer base in general. In order to achieve this the company is going away from its long standing As-Seen-On-TV image. COO Tim McDonald adds:
“magicJack has created a brand with immense recognition from its ‘As-Seen-on-TV’ style of commercials over the last several years,” said COO Tim McDonald. “As we move to capitalize on our position as the market leader in pre-paid voice in the home, we are simplifying our messaging to broaden the appeal of our compelling high quality value-priced offer. The magicJack device and mobile app appeal to virtually anyone looking for high quality voice at the lowest price. magicJack’s refreshed brand and value proposition, combined with an established customer base and pioneering leadership in the VoIP space, provide a valuable platform for continued growth.”
Their new advertising campaign has been tabbed “Do The Math” and focuses on the numbers. Emphasizing exactly how much consumers can save by making the switch to magicJack. It comes as a simple and very straightforward comparison between higher cost competitors and the companies unrivaled cheap phone service. The company CEO Gerald Vento put it best in a recent interview:
“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.”
Their new campaign is expected to run aggressively through multiple media outlets including television, print ads, and radio. With a few initial outlets including SiriusXM Radio, Facebook, and Pandora. The company plans to run ads in both English and Spanish in order to appeal to a wider customer base.
The company is also implementing a large social media campaign through Twitter, Facebook, Pinterest, and other popular social media platforms. They have already begun by introducing the #magicmath hashtag designed to once again emphasize the ‘magic savings’ that their product provides.
Besides the advertising campaign the company has also completely revamped its website (magicjack.com) for the first time since 2007. They have again gone away from their As-Seen-On-TV style to a more subdued and user friendly site design that pushes the product by emphasizing it’s money saving benefits instead of overbearing call to actions. The company is also in the process of changing it’s packaging and retails sales materials so that they align with the companies new vision and desired image.
Finally, the brand refresh is expect to include all-new enhancements to the chat only customer service experience that consumers have gotten use to over the years. magicJack won the 2013 Frost & Sullivan Consumers’ Choice Award for their quality, value, and ease of use. The companies new campaign has been specifically design to reflect the spirit of this award and their goal is to provide the best home phone service, the highest quality voice, an excellent service, all at a price that nobody can match.
In order to help implement their brand refresh and social media campaign the company has hired both SocialDeviant and White+Partners. After a competitive search these two very experienced companies were chosen to lead the campaign.
About magicJack/VocalTec Ltd.
The companies stable of products include the original magicJack (discontinued), the magicJack Plus, magicJack App, and new magicJack plus 2014. The magicJack Plus 2014 is currently sold through the companies official website along with leading retailers such as Walmart, Best Buy, Radio Shack, CVS, Walgreens, and online through independent retailer Amazon. Currently the device sells for $49.99 and comes with six months of VoIP phone service. Future service can be purchased for just $5 per month, billed once per month, $3.33 per month billed once every 6 months, $2.50 per month billed once yearly for $29.95. Or $1.66 per month billed once every five years for $99.95. This super low monthly price includes unlimited local and long distance calling to both the United States and Canada along with unlimited international calls back to the U.S., free WiFi calls via an Iphone, Android, or Blackberry smartphone, voicemail, caller ID, directory assistance, call waiting, and much more.