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SOLO MOBILE

Rather than cede the youth market to newcomer Virgin, which entered the fray this year, Bell decided to re-launch its Solo brand.

The product offering would focus on a new Sanyo line of cellphones with walkie-talkie technology. This "10-4" technology allows users to talk to up to five friends at once with the touch of a button. To gather insight on the target, guys and girls 13 to 24, Rethink gave them handsets for a weekend to try out. They discovered the walkie-talkie was a real hit and decided to make it the focus of advertising.

The shop knew simple demo spots would be too dry and literal. Enter a trio of humorous TV ads, each of which depicts a group of friends who have become a "menace to society" because of the 10-4 feature.

Rethink also created Web sites which appeared to be created by these groups, as well as a series of wild postings.

Solo Mobile is off to a fast start, with over 20,000 activations so far, which is ahead of aggressive targets.

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Wild Post 1	Wild Post 2
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