One2One’s latest press campaign for pre-paid mobile phones aims to
persuade the UK’s youth that they should choose their brand of phone as
carefully as their trainers.
The three-month campaign introduces two mobiles that have been designed
to be as stylish as they are useful. The silver Nokia 3210 is sleeker
because it has no antenna, while the Sony CMD-CD5 is as small as a pager
and uses a pinwheel rather than keys for its functions.
With style in mind, Bartle Bogle Hegarty has created three press ads in
the style of fashion spreads. Each features young models wearing
transparent clothes so that their mobiles show through the pockets.
’Rucksack’, ’jacket’ and ’trousers’ aim to bring style back into the
pre-paid phone market, which tends to feature older, uglier mobile
The ads introduce a new strapline for One2One’s More 2 Say pre-paid
package, which targets the youth market: ’Pay as you go phones you won’t
want to hide.’
Booked by Starcom Motive to run over the next three months, the ads will
appear in Dazed & Confused, FHM, Loaded, Maxim, Marie Claire, Elle,
Sleaze Nation, i-D and Attitude.
They were art directed and written by Sarah Lim and Ellen Wibye, and
photographed by Tim Simmons.
Duncan Bird, the group business director at BBH, said the campaign
followed on from More 2 Say’s TV launch late last year. This used the
commercial featuring a gang of friends keeping tabs on a girl for one of
their number, in a bid to be noticed by her.
One2One has been offering pre-paid packages for some time. Apart from
the youth-oriented More 2 Say, it also runs Up to You. Aimed at a
slightly older market, its advertising most recently focused on a male
supermarket worker, Derek, who fantasised about asking out Tania from