Siemens and Mitsubishi plan mobile phone youth ad blitzes

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.


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