Clareville to boost text messaging

The UK’s four mobile phone networks have joined forces to launch a campaign aimed at increasing the use of text messaging among 25- to 35- year-olds.

The UK’s four mobile phone networks have joined forces to launch a

campaign aimed at increasing the use of text messaging among 25- to 35-

year-olds.



Orange, Vodafone, One2 One and BT Cellnet are working together for the

first time on the project through the Mobile Data Association, an

industry body that also counts Toshiba, Ericsson and Nortel among its

members.



The association has hired the Clareville Consultancy on a consumer brief

to raise awareness of sending text messages across the networks. The

Clareville team is led by account director Sara Milne, and reports, as

do the body’s other communications advisers, to the MDA’s PR consultant

Kate Marriott.



The MDA has also appointed Reading’s Goode International for

through-the-line advertising and trade and technology PR.



The MDA was prompted to run the campaign, which launches next month,

after research showed that young adults were not taking to text

messaging as eagerly as teenagers. Around 92 per cent of 15- to 17-

year-olds who have mobiles had sent a text message, and it is this sort

of penetration the MDA hopes 25- to 35- year-olds will emulate.



MDA chairman, Mike Short, said: ’We are keen to promote the use of

messages, particularly in locations where a voice call would be

intrusive. We know what it’s like trying to have a private conversation

in a public arena.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in