MediaCom plots Cellphones drive

MediaCom Direct is thrashing out radio, press, inserts and third-party ad deals for its new client, the mobile phone distributor Digital Cellphones.

MediaCom Direct is thrashing out radio, press, inserts and

third-party ad deals for its new client, the mobile phone distributor

Digital Cellphones.



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

Channel 5.



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

regional stations.



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

Kyffin.



The team will also look at third-party ad deals. For example, leaflets

may be included in the customer correspondence of mail-order companies

or dotcoms.



’We want to develop as many routes to market as possible,’ said

Kyffin.



’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.



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