NEW YORK: Finn Partners is working with mobile and broadband provider Vonage on a campaign to raise awareness of its mobile app that uses a data or Wi-Fi connection to allow free text messages and calls worldwide.
The effort is targeting consumers who use devices running the iOS or Android operating systems.
The agency, Vonage's AOR, wants to raise consumer awareness for the Vonage Mobile App globally, said Christine Bock, senior partner and mobile and telecom practice leader at Finn Partners.
The campaign will run throughout this year. The agency is contacting top-tier technology, consumer, and business outlets, as well as bloggers, through tactics such as a multimedia release, a 60-second “how-to” video, an audio news release, and b-roll package.
Finn Partners, which spun off from Ruder Finn late last year, also worked with a market research firm to conduct a survey on consumer calling and texting habits. It used that data to create an infographic that it is distributing to US and international media.
The goal of the messaging is to highlight the benefits and features the app offers to various audiences, such as technology influencers and consumers. The effort focuses on helping consumers save money and ease of use.
“We approached the media with various engagement angles,” Bock said. “We are working to position the launch of the app as the next evolution in Vonage's strategy.”
Leesa Eichberger, VP of advertising and marketing at Vonage, said the company is “continuing to build momentum and drive downloads through the social-sharing inherent in the app, as well as through expansion of our PR outreach to additional audiences,” she said, adding that the firm is “excited” by the initial response.