Three short multimedia messages linked to a special microsite have been created to encourage 3 customers to use video calling.
The campaign suggests that video calling is the best way to communicate, with the strapline "Isn't it time you learned how to video call?" The first MMS shows a drunken boss singing karaoke, the second shares the news of a new baby and the third asks a partner's approval for lingerie.
Each text features an instruction to follow a link, which clicks through to a microsite hosting a step-by-step guide to video calling.
The campaign is designed to demonstrate how visuals can bring a situation to life
Pam Conway, commercial director at Claydon Heeley, said: "An MMS campaign over the 3 network to the 3 customer base is the response marketers Holy Grail. Add the humour and relevance that we've worked into these little vignettes and I predict that this campaign could pull in double figures."
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