MediaCom Direct is thrashing out radio, press, inserts and
third-party ad deals for its new client, the mobile phone distributor
The first stage of MediaCom’s campaign launched this week, with a pounds
2 million direct response TV push. The 60-second commercials, which
feature comedian Harry Hill, broke on Sky and Flextech’s satellite and
digital channels. They are also scheduled to run on Channel 4, ITV and
In the ads, Hill tells viewers about Digital Cellphones’ offer of free
connection to One2One with a free Ericsson T10 mobile phone.
Now MediaCom, which won the account two months ago, is plotting the next
stages of the direct response drive.
It will test a network of radio stations across the UK, using national
stations such as Classic FM or Talk Radio alongside ’a multitude’ of
Women’s weekly and monthly magazines and TV listings titles are being
considered for the press drive. ’Basically, we are targeting anyone who
doesn’t have a mobile phone, but the female audience is still an
untapped market,’ explained MediaCom Direct managing director David
The team will also look at third-party ad deals. For example, leaflets
may be included in the customer correspondence of mail-order companies
’We want to develop as many routes to market as possible,’ said
’I think a multimedia campaign is more cost-effective than using a
single medium because you get higher levels of exposure.’
However, he explained that MediaCom would carefully analyse the response
to each medium before proceeding with the next. It will also tailor the
campaign to regions so Digital Cellphones can respond to the ads.