-author-avatar_thumbnail.jpg){kind=avatar}
VOXI Mobile just launched a new campaign that brings back two of its quirky characters, talking brains Syd and Frank.
Helmed by creative agency AMV BBDO, the latest efforts are marked by two spots that seek to influence audiences to turn their phones off in cinemas before the movie starts.
While seemingly contradictory, it marries the message with VOXI Mobile's underlying brand proposition — ensuring the fun never stops with Unlimited Social Media.
While social media is the place to be to catch up with friends and things you love, there is a time and place to put it away. Social media isn't going anywhere while you're watching a movie.
View this post on Instagram
This latest initiative marks a new partnership between VOXI and Cineworld Cinemas, as the two organizations promote proper cinema etiquette.
The campaign was born out of the insight that 78% of VOXI's demographic (aged 16-24) are avid cinema-goers and are two times more likely to head to the cinemas compared to other age groups.
VOXI Mobile took the opportunity to create entertaining spots amid the movie rush, reminding viewers to be in the moment all while building brand recognition and affinity.
"We’ve all been in the cinema when someone just won’t stop talking or scrolling through their phone," shared AMV BBDO Creative Directors Dal Almeida and Mike Hughes.
"With this campaign, we wanted to bring that everyday 'ick' to life, emphasising that while VOXI gives you Unlimited Social Media, there’s a time and place for it—and just before the film starts isn't one of them," they added.
Two Brains on Social Media
The 30-second "In Too Deep" commercial kickstarts with the two chatty brains going through social media using their VOXI Media Unlimited Social Media Plan.
While Frank gets deep into his film chat, Syd brings up the rave reviews the new superhero film has been getting.
Frank then asks Syd if she's read about the casting rumors, the sequel, and the leaked post-credits scene from the extended cut of the reboot — to which she responds, "No."
"Maybe I'm in too deep," Frank utters, as the spot closes.
The next advert titled "Turn Your Phone Off" sees the two chatting about the movie they're about to watch.
Syd then goes through social media to see what people online are saying about the film.
"Everyone's saying this film is quite good. Now, they're saying the book's better. Now, they're saying there is no book!" she tells Frank.
Annoyed, Frank tells Syd: "You know what they should be saying? Turn your f***ing phone off, mate."
The spot ends with the narrator reminding viewers that when the lights are off, so should phones, as their Unlimited Social Media will still be there after the movie ends.
Previously, the brand and agency worked on a campaign that turned chicken boxes into phone stands.
Editing by Katherine 'Makkie' Maclang
-author-avatar_mobile.jpg){kind=avatar}
