Telecom Mobile wanted a campaign to introduce the public
to the cross-network texting functionality of Telecom
digital mobile phones.
The campaign involved a mixture
of traditional and alternative media. Radio ads were
used to draw reference back to the street posters
and stencils which were initially used along with
direct mail to take the message to the public.
As part of the campaign (but presented
to the audience under a separate context) was a viral
flash email (click
here to view animation) which featured a cartoon
bunny being beaten in a ‘texting shoot out’
with a Pulsate character. At the time the cartoon
bunny was the most recognisable symbol of Telecom
Mobile’s rival Vodafone. This created much interest
from the public and initiated a good-hearted response
from Vodafone.
As a result of this campaign, text
messaging from 025 mobiles to 021 mobiles increased
by more than 50%.
