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Ericsson targets youth audience.
Rainey Kelly Campbell Roalfe/Y&R is targeting a youth audience with a multimillion-pound television and cinema campaign promoting Ericsson as a leader in mobile phone accessories.
The pan-European campaign aims to gain share in the accessories market, which enables consumers to update existing phones without having to buy a new handset.
The work, which breaks this week, includes three commercials, each of which focuses on a different accessory in the Ericsson range. The Ericsson Chatboard, MP3 player and FM Radio are all featured in the campaign, which will run on MTV across Europe before being extended to cinemas throughout the UK.
The first spot, "dentist", promotes the benefits of the Ericsson Chatboard, a keyboard that allows faster text messaging. It features a young man having problems ordering from a waitress after a visit to the dentist. He sees a girl who also ...
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