BT is extending advertising for its pagers beyond the business market
with a consumer campaign backed by a reported pounds 5 million budget.
Abbott Mead Vickers BBDO, BT’s lead agency behind the flagship Bob
Hoskins TV campaign, will handle the TV-led national initiative, which
is likely to begin in the autumn.
The campaign reflects a recognition by BT chiefs that there is still a
considerable market to be exploited among families who have not invested
in mobile phones.
They also plan to promote the discreet advantages of pagers over mobile
phones. ‘There is still a stigma attached to using mobile phones in
trains or restaurants,’ a BT senior manager said.
Prime targets for the advertising will be parents wanting to keep in
touch with teenage children. Abbott Mead was appointed on the strength
of its strategic recommendations on how the appeal of pagers could be
extended from its traditional market of small businessmen - where it
claims a 50 per cent share - and into the mainstream. Momentum, an
Abbott Mead group subsidiary company, will support the campaign with
Jeremy Miles, the BT group account director at Abbott Mead, said: ‘BT
has never had such tough targets to achieve.’
BT hopes that with sufficient promotion, it can replicate the consumer
passion for pagers seen in the US and Sweden.