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
’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
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.’