The brief
A strong contender in the UK voice services market, this Communications Provider wanted to launch an innovative mobile phone that customers could take with them abroad to make cost-effective calls back to the UK. By pressing a special ‘P’ key on the phone, calls were automatically routed via Primus Telecom’s own call centre to achieve significant savings.
Our approach
For Primus Telecom’s debut into the communications equipment supply market, we put the unusual, tiny slim-line phones into the hands of dozens of journalists from the national and telecoms sector press. Our campaign launched in the run-up to Christmas, with the phone positioned as an ideal gift for any family member.
The result
We generated excellent reviews and coverage across all target media for the launch of these innovative mobile telephones.
