Rethink
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Solo Mobile •
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BC Lions •
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Solo Mobile
Rethink learned from current research that Solo users fell into two camps: those who bought the cellphone mainly for its low price and rarely used the walkie-talkie feature; and those who were walkie-talkie addicts. The first group seemed to have no strong loyalty to Solo – they basically followed the lowest rate plan, and switched providers regularly; the others were loyal, speaking to their “circle” of four or five users.
Fast and affordable, the technology helps youth stay social, so the agency decided to create a campaign that demonstrates how youth can keep in touch – at the touch of a button.
Two spots, both in English and French, were created, one for cinema and TV. One was aimed at students 13 to 23, and the other at those just starting their careers, aged 18 to 24. They began running in July, and were supplemented by transit shelters around key youth meeting places in Montreal, Toronto, Calgary and Vancouver. Several of these TSAs featured a unique feature - passersby could press a button on a large picture of the phones and, thanks to simple technology, use the walkie-talkie components of the phone to actually have a conversation with a person at another transit shelter across the city or the country. The talking TSAs went up across the country in late August.
While it’s too early for results, the talking TSAs have generated thousands of spontaneous conversations between strangers across Canada, and were beginning to generate PR buzz. The TV work was recently an Ad Critic Top Ten and the ads were also featured in the Applied Arts Annual.
Television
 Solo Mobile TV Vigil |
 Solo Mobile TV House Warming |
 Solo Talking TSA |
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Out Of Home
 Solo Mobile Talking TSAs |
 Solo Mobile Packaging |