Siemens and Mitsubishi Electric are targeting the youth market with the independent launch of new mobile phones and heavyweight advertising campaigns.
Siemens is launching a global advertising campaign for its new C25 phone, which will be available from April.
The ads, created by J Walter Thompson, continue Siemens’ “be inspired” theme, previously championed by Vanessa Mae and Jean-Paul Gaultier.
The commercials feature European DJs who have created the C25’s ring tones. The phone also offers consumers a ticket hotline to a selection of European nightclubs.
A 3m UK advertising spend includes TV ads breaking in May, press ads running in the May and June issues of lifestyle magazines including FHM, Mixmag, The Face and Cosmopolitan and a cinema ad running from April to July.
Siemens UK marketing mana-ger Sue Rowe says: “We want to make the brand more exciting, relevant and hard-edged. Trends in the mobile market are set by the under-34s.”
Meanwhile, Mitsubishi Electric is putting 30m marketing spend behind the pan-European launch of its new mobile phone range, Trium.
The range consists of six phones and is aimed at the 16- to 29-year-old age group. The press campaign was created by B’lowfish.