Consumer Cellular’s SpeakEasy Mobile Begins TV Push With Two Months Free Ad

Consumer Cellular is ramping up marketing for its SpeakEasy Mobile sub-brand with its first television commercial. The ad pitches phones under $100 with “simple displays” and “loud, clear speakers,” along with plans starting at $14.95/month and two months of free service for new subscribers.

According to Wave7 Research, the 60-second commercial, “Staying Connected: Two Months Free,” had an airing during the September 16 broadcast of Let’s Make a Deal on CBS. iSpot published its listing for the ad on September 14.

Consumer Cellular first announced SpeakEasy in a June 2 blog post and was dissected by BestMVNO. The two-month-free promotion was included at launch, so the development here is the advertising push behind the brand roughly three months later.

SpeakEasy’s Two Months Free Offer Has Conditions

According to SpeakEasy’s website, customers must purchase and activate a SpeakEasy phone to receive the promotion. The two free months are delivered as service credits on the first two bills. Customers remain responsible for applicable taxes and fees during the promotional period.

The offer requires a new line of service. Existing customers upgrading their phones do not qualify. If the account becomes inactive before all credits are received, the remaining credits are forfeited.

SpeakEasy also charges a $10 one-time activation fee, and new service activation is subject to credit approval. The promotion therefore leaves customers responsible for the device purchase, activation fee, and applicable taxes and fees. The company says the offer can be modified or discontinued at any time.

Three Plans, With Up To 5GB Of Data

SpeakEasy’s current plan lineup includes three options with unlimited talk and text and no long-term contracts:

Prices include a $5 monthly discount for AutoPay and eBilling. Taxes and fees are additional. AARP members can receive 5% off monthly service.

Connect Care+ includes 2GB more data than Connect+, along with emergency assistance and caregiver features. Through the SpeakEasy Care App, up to two trusted contacts can view the phone’s last active status and battery level, receive alerts when something seems off, and view the user’s location when needed.

Those features give family members a way to check on a loved one while allowing the subscriber to continue using the phone normally.

Two Phones Priced Under $100

The device lineup consists of the SpeakEasy Flip for $79.95 and SpeakEasy Smart for $99.95.

The Flip features large buttons, an amplified speaker, and a reinforced hinge. The Smart offers a 6.7-inch display, a simplified interface, and loud dual speakers. Both are designed to make common tasks easier for older users, and both include free shipping. Customers can try the phones at Consumer Cellular stores.

Editor’s Take

SpeakEasy is giving Consumer Cellular a more direct way to compete for Lively/Jitterbug customers. That was BestMVNO's assessment when the brand launched in June, and the first TV commercial follows that approach. The phone’s usability gets prominent billing alongside the price.

There are two potential buyers here: the older person who wants a phone that is easier to see, hear, and operate, and the family member helping them choose one. The inexpensive Flip and basic Connect plan address the first set of needs. Connect Care+ adds features that could persuade a family to spend more for emergency help and the ability to check on a loved one.

Consumer Cellular’s stores also give SpeakEasy a useful sales advantage. A commercial can promise clear sound and a simple display, but customers can visit a store to judge those features themselves and get help setting up service.

The challenge is turning that interest into customers who otherwise would have chosen Lively. Selling more service to the same audience Consumer Cellular already reaches would be a less compelling result for a separate brand. This TV push gives SpeakEasy a chance to establish its own customer base.

“Consumer Cellular is putting some effort into its new SpeakEasy brand, based on the launch of a TV ad and the provision of shelf space at Consumer Cellular stores.  One thought is that some people who have had Consumer Cellular for a decade or more may be in need of SpeakEasy benefits such as simple displays and louder speakers.” – Jeff Moore, Principal of Wave7 Research