LONDON (Brand Republic) - Vodafone has kicked off its first large-scale push aimed at the UK youth market with a campaign in the lifestyle press.
The ads, created by BMP DDB, are part of a year-long £2m campaign to promote Vodafone鈥檚 Text Chat service. They will run in Maxim, FHM, Company, Sky, Mixmag and Loaded. Media planning and buying was handled by OMD.
The cartoon-style ads show young people texting each other in two social situations -- at a bar and at a party. They are aimed at particular tribes among the 16- to 24-year-old market such as 鈥渢echno drivers鈥 and 鈥渟ocialites鈥. Readers are encouraged to decipher different messages within the ads and to ring up numbers to hear messages, receive free ringtones and enter competitions.
More work will follow later in the year and will run across cinema, radio and ambient media, including beer mats, washrooms and other promotional ideas through Hicklin Slade & Partners.