One2One ads put emphasis on style

One2One’s latest press campaign for pre-paid mobile phones aims to persuade the UK’s youth that they should choose their brand of phone as carefully as their trainers.

One2One’s latest press campaign for pre-paid mobile phones aims to

persuade the UK’s youth that they should choose their brand of phone as

carefully as their trainers.



The three-month campaign introduces two mobiles that have been designed

to be as stylish as they are useful. The silver Nokia 3210 is sleeker

because it has no antenna, while the Sony CMD-CD5 is as small as a pager

and uses a pinwheel rather than keys for its functions.



With style in mind, Bartle Bogle Hegarty has created three press ads in

the style of fashion spreads. Each features young models wearing

transparent clothes so that their mobiles show through the pockets.



’Rucksack’, ’jacket’ and ’trousers’ aim to bring style back into the

pre-paid phone market, which tends to feature older, uglier mobile

phones.



The ads introduce a new strapline for One2One’s More 2 Say pre-paid

package, which targets the youth market: ’Pay as you go phones you won’t

want to hide.’



Booked by Starcom Motive to run over the next three months, the ads will

appear in Dazed & Confused, FHM, Loaded, Maxim, Marie Claire, Elle,

Sleaze Nation, i-D and Attitude.



They were art directed and written by Sarah Lim and Ellen Wibye, and

photographed by Tim Simmons.



Duncan Bird, the group business director at BBH, said the campaign

followed on from More 2 Say’s TV launch late last year. This used the

commercial featuring a gang of friends keeping tabs on a girl for one of

their number, in a bid to be noticed by her.



One2One has been offering pre-paid packages for some time. Apart from

the youth-oriented More 2 Say, it also runs Up to You. Aimed at a

slightly older market, its advertising most recently focused on a male

supermarket worker, Derek, who fantasised about asking out Tania from

the check-out.



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