BMP DDB has launched its swan song to Vodafone in the form of a
national press and radio campaign promoting specific new services for
younger mobile phone users.
The campaign aims to engage and entertain the youth market, at the same
time as building an emotional relationship with its target audience.
It will seek to highlight services such as 'Text Chat', which is similar
to a conference call and allows the user to set up a chat room with
their friends on their mobile. Vodafone Youth also offers customised
The cartoon-style executions will demonstrate that text messaging is
more entertaining when done as part of a group.
In one ad a group of teenage friends are enjoying themselves at a
However, one of the girls is stuck in the toilet and has run out of
She uses her Vodafone mobile to text her friends and ask for their
Vodafone invites viewers to interact with the ads by decoding their
content and ringing the phone number featured for the chance to win a
BMP lost the UK Vodafone account after five years when WCRS took the
pounds 45 million business in February this year.
The press campaign was written by Dan Hubert and Ewan McMillan and art
directed by Amber Casey and Jon Bowan-Thomas.
The radio campaign was written by Dylan Harrison and Hubert, and art
directed by Fergal Balance and Casey.
Media planning and buying on the business is through OMD UK.