Rainey Kelly gives colour to Ionica

By EMMA HALL, campaignlive.co.uk, Friday, 27 June 1997 12:00AM

Rainey Kelly Campbell Roalfe launches the second phase of Ionica’s assault on the UK telecoms market this week, with a TV, press and poster campaign to promote the benefits of the digital regional telecoms network.

Rainey Kelly Campbell Roalfe launches the second phase of Ionica’s

assault on the UK telecoms market this week, with a TV, press and poster

campaign to promote the benefits of the digital regional telecoms

network.



The advertising revolves around the thought: ’I have a choice. I choose

Ionica.’



MT Rainey, the planning partner of Rainey Kelly, said: ’This campaign is

aimed at innovators and early adopters - the subtext is that it’s up to

you whether you want to be boring or exciting when choosing a phone

company.’



In a stark dramatisation of the benefits of Ionica, a man is shown in a

warehouse full of intrusively loud, ringing, old-fashioned

telephones.



He chases from one to another only to discover that none of the calls

are for him. His voice gets louder as he responds despairingly: ’She’s

not here’, ’I don’t know when she’ll be back’, ’Can I take a message?’

and ’Who’s calling ?’



The film cuts to a comfortable, colourful sitting-room scene with the

same man lounging in an armchair. The phone rings and a digital display

spells out the name of the caller. He picks up the phone and asks

warmly: ’Hello Susie, how are you?’



A second spot shows hectic scenes of a ticker-tape parade, set against a

soundtrack of military drums and shouting. A woman is feeding piles of

bank notes down to the street parade. She says: ’I work hard for my

money. I’d like to hang on to it.’



The austere black-and-white film cuts to a colourful scene of the woman

lying in a bubble bath. The phone rings and, while she is talking, a

voiceover states: ’I want my telephone company to come up with

money-saving technology.



I want them to pass those savings on to me. I have a choice. I choose

Ionica.’



Press and poster work uses lavish photography to illustrate Ionica’s

benefits.



All the executions were written by Graham Storey and art directed by

Phil Cockrell. The commercials were directed by Big TV through

@radical.media.



Media is handled by New PHD.



This article was first published on campaignlive.co.uk

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