Nutter Butter, Dr Pepper and Voxi Mobile have one thing in common – an understanding of what Gen Z loves. AMV BBDO is playing into the predilection for quirky content by brands’ favourite target audience with a dual-purpose cinema campaign. It asks cinema goers to switch off their phones and underlines the brand’s proposition that the fun never ends with Voxi’s unlimited social media.
The two commercials reintroduce the brand’s brain-in-a-jar duo, Syd and Frank, launched last year. Both are running pre-film. In the first, In Too Deep, Syd & Frank chat about what they’ve been discovering about films on their socials, strengthening the association between cinema and unlimited social media on Voxi Mobile – leading to the unlimited social media promise. In the second film, Turn Off Your Phone, Syd’s brightly lit screen and incessant chatter drive Frank to do what its audience secretly wants to – tell her to turn off the phone and put it away.
The campaign is built on research which shows that 78% of VOXI’s key demographic, aged 16 to 24, are frequent cinema-goers, making them nearly twice as likely to be heavy cinema attendees compared to other age groups, and that cinema-goers watch an average of 24 seconds of a 30-second ad. That knowledge led to a partnership with Cineworld Cinemas.
The campaign coincides with film releases such as Speak No Evil, Smile 2, Venom: The Last Dance, Gladiator 2, Joker: Folie A Deux, and Wicked Part 2, that should reach an audience of approximately two million customer in cinema screens across the UK.
The wider campaign covers TV, video on demand, digital OOH, and social media.
Credits:
Client: Vodafone [VOXI Mobile]
Client Team: Maria Koutsoudakis, Jordan Stone, Elliott Martin, Ejiro Edevbie & Jamie Richter
Creative Agency: AMV BBDO
CCOs: Nick Hulley & Nadja Lossgott
Creative Directors: Michael Hughes & Dalatando Almeida
Creative Team: Charles Olafare & Josie Finlay
Strategy Team: David Edwards & Marina Glavan
Account Management Team: Anna Covell, Vicky Norrington & Sasha Barrett
Project Management: Paul Glucklich
Agency Production Team: Louise Richardson, Polly Lowles & Joe Sloane
Design Team: Francesca D’Costa
Media Agency: Carat UK
Production Company: Coffee & TV
Director: Steve Waugh
Sound Studio: King Lear Music & Sound
There has been a weirdness flood this week:
