NEWS: BMP targets youth with steamy Vodafone pager spot

BMP DDB is launching VodaZap, a pager from Vodafone, in a raunchy cinema commercial that plays on the vibrations sent out by the device to alert its owner that a message has been received.

BMP DDB is launching VodaZap, a pager from Vodafone, in a raunchy cinema

commercial that plays on the vibrations sent out by the device to alert

its owner that a message has been received.



The commercial, which was directed by Jake Scott, is set in a club and

focuses on a young woman dancing provocatively. Her gyrations build up

into a frenzy and lead the man she is dancing with to think his luck is

in.



He watches her intently as her hands slide down her sweaty body and into

her unzipped trousers. However, his hopes are dashed as she pulls out a

vibrating VodaZap to reveal the reason behind her animated dancing. The

message, which is clearly from her boyfriend, reads: ‘I’m outside -

2.45am.’



The ad, which was written by Simon Leaman and art directed by Brian

Fraser, ends with the strapline: ‘VodaZap. Are you turned on?’ Media is

being handled by BMP.



Ken McGeorge, managing director of Vodapage, Vodafone’s paging division,

said: ‘VodaZap has been created for the youth market and we needed a

suitable advertising campaign to launch the product to our audience. Our

research confirms that the teenage market is more responsive to

entertaining advertising that is fun and does not blatantly issue a

corporate message.’



The cinema ad, which will break during the UK release of Striptease,

will be supported by press work.



BMP will launch PrePay, another Vodafone product, in a TV campaign this

week. It offers subscribers pre-paid access to the Vodafone network on a

monthly basis, removing the need for an airtime contract or credit

check.



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