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O2 is set to take on its rivals in the media messaging market with the launch of an integrated campaign through Vallance Carruthers Coleman Priest.
VCCP's campaign shows how media messaging allows users to send and receive pictures, sound and text.
The campaign, which breaks today, targets 18- to 30-year-olds, who are heavy users of text messaging.
Introducing the strapline, 'Invent your own language', campaign comprises five 20-second television ads and four ten-second spots, three of which will run in cinemas. The activity includes pictures of a launderette, an airport luggage belt, a waiting room and a bus stop, with text reading 'bored' on ...