BT Cellnet’s pounds 10m ads signal move to mobile

BT is linking its name firmly with Cellnet in new advertising that is being seen as a prelude to a full takeover of the mobile phone network that BT already part-owns.

BT is linking its name firmly with Cellnet in new advertising that

is being seen as a prelude to a full takeover of the mobile phone

network that BT already part-owns.



The pounds 10 million launch campaign for the new BT Cellnet brand marks

a significant move by BT away from the promotion of fixed lines, to

concentrate on the booming mobile phone market and compete more fiercely

with Vodafone, Orange and One2One.



Abbott Mead Vickers BBDO has produced the TV, press and poster work

under the theme ’BT Cellnet - good call’, amid speculation that BT will

soon buy out Securicor’s 40 per cent stake in Cellnet to add to its

existing 60 per cent holding.



’BT is concentrating on the mobile market because the growth and revenue

are spectacularly higher than for fixed lines,’ an industry source

said.



’The fixed lines market is flat and there is intense competition from

cable operators and other rivals.’



The TV campaign, which breaks on 16 May, promotes the Onephone, a mobile

phone that can automatically direct calls through the fixed line

network, and Clearcall, a service that is claimed to cut the background

noise on mobiles by 75 per cent.



The advertising is spearheaded by two ads which use ’parallel lives’

sequences to underscore the message.



In one execution, a man misses his taxi and his date while he finishes a

conversation on a fixed line. In the ’parallel’ sequence, the Onephone

allows him to carry on the conversation in the cab so that he is able to

meet his date on time.



The films were written by Antonia Clayton, art directed by Tom Ewart and

directed by Dominic Murphy through Blink. Media buying is by New

PHD.



Kent Thexton, BT Cellnet’s marketing director, described the advertising

as ’a landmark campaign’. He added: ’It launches our new brand to the

public in a really fun and impactful way.’



Will Harris, AMV’s board account director on the business, said:

’Because the Cellnet brand has been around a long time, it’s seen as

recessive. In fact, it’s a young and very dynamic company.’