NEWS: Abbott Mead targets families in first work for BT pagers

Abbott Mead Vickers BBDO unveils its first work for BT pagers this week with a pounds 5 million press and TV blitz targeting busy families.

Abbott Mead Vickers BBDO unveils its first work for BT pagers this week

with a pounds 5 million press and TV blitz targeting busy families.



The campaign for BT Mobile reflects a recognition by BT chiefs that

there is still a large market to be exploited among families who have

not invested in mobile phones.



The 40-second commercial links three different scenarios with the line,

‘you’ll get the message’, all backed by the Bee Gees’ track, I’ve Gotta

Getta Message to You.



The first spot features messages sent between members of a family on the

arrival of a baby. The second features a message sent from a husband to

his wife after a romantic weekend and reads: ‘Morning sexy...’



Bob Hoskins appears in the final vignette. As he stands in a formal

line-up at a film premiere, he gets a silent message from the

commissionaire that his shirt tail is hanging out.



The film was written by AMV’s Tom Jenkins and art directed by Stuart

Baker. It was directed by Nick Lewin for Cowboy Films. The

campaign will break on national TV at the beginning of October and will

be backed by a national press campaign. Media buying is through IDK

Media.



‘This product will change people’s lives,’ Danuta Gray, BT Mobile’s

general manager, said. ‘But it will have a particular impact on busy

families, which is why we are targeting them. We feel this has more

potential than any niche sectors of the market.’



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