New ads for BT Payphones will put public in the spotlight

BT Payphones is seeking a dozen members of the public to star in new advertising aimed at boosting awareness of the phone box in an age of mobile phones.

The search for a cross-section of typical BT pay phone customers – called “Kiosk Catwalk” – involves finding 12 winners to feature on “how to use” notice boards inside 140,000 phone boxes.

Each will receive 1,000 and may star in new cinema ads. Twenty-four runners-up will receive 100 each. The initiative marks the first time BT Payphones has used members of the public instead of actors.

Claire Childe, BT Payphones’ advertising and promotions manager, says: “The faces we are looking for will not be supermodels or famous actors but a genuine cross section of society. We wanted the new campaign to be representative of our many customers and to represent the true look of Britain.”

Prospective models can enter one of the competition’s four categories – parent and toddler, the 16 to 21 age group, business people or the over-60s tactfully dubbed “silver foxes”.

Regional auditions in August will be followed by a September grand final in London and the new noticeboards will appear towards the end of the year.

Last month, “Phonesites” phone box poster advertising was launched and a year-long PR campaign, codenamed “Street”, seeks to emphasise the importance of phone boxes, particularly to the young. It involves activities such as sponsoring roller-blading competitions.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here