Cellnet highlights network investment in ad campaign

Cellnet is to launch a press ad push this week to highlight a 300m investment in its digital mobile phone network over the next year.

The national press campaign will run throughout the year as part of a 20m marketing push, which includes the recently launched Cellnet “First”.

A series of six ads, each carrying the strapline “We run the network so you can run your life”, has been developed by Abbott Mead Vickers. BBDO with media through New PHD.

One of the executions – “quality not quantity” – draws attention to what Cellnet believes is a maximum network coverage with a minimum of masts. The network covers 98 per cent of the UK population.

A spokesman for Cellnet says: “This campaign is not separate from ‘First’, it will support it. We believe treating customers fairly and giving excellent coverage is a powerful message in the market.”

The “First” initiatives, which start on July 1, guarantee customers will benefit from Cellnet’s lowest monthly charges regardless of the call plan they are signed up to.

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