O2 launches media messaging campaign

O2 is set to take on its rivals in the media messaging market with the launch of an integrated campaign through Vallance Carruthers Coleman Priest.

VCCP's campaign shows how media messaging allows users to send and receive pictures, sound and text.

The campaign, which breaks today, targets 18- to 30-year-olds, who are heavy users of text messaging.

Introducing the strapline, "Invent your own language", campaign comprises five 20-second television ads and four ten-second spots, three of which will run in cinemas. The activity includes pictures of a launderette, an airport luggage belt, a waiting room and a bus stop, with text reading "bored" on top of snoring sound effects.

Press ads show an ample-bottomed fat lady with the caption, "Make mine a large one", and will run in lifestyle magazines.

Media planning is through PHD, with buying through Zenith. Other activity includes a selection of the spots appearing on bar screens and in "viewrinals".

Ambient activity includes fly posters, six-sheets, beer mats, postcards and stickers in bars.

The campaign was written by John McLaughlin and art directed by Mark Orbine. Post-production was through The Mill.

Rooney Carruthers, the creative director of VCCP, said: "Like an instant camera, these are instant ads with humour."

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