NEW YORK & LOS ANGELES (Business Wire) -- Amp'd Mobile is offering a warning to future consumers of its category-shaking new form of mobile entertainment. In a bold integrated campaign from TAXI New York breaking next month, the new mobile brand tells consumers, "Try Not to Die -- Amp'd Mobile is Coming." Amp'd, launching before the end of the year, is the mobile carrier created specifically for the youth and broadband wireless.
The irreverent message is conveyed throughout the integrated campaign with media-rich web banners, magazine ads, wild postings, TV spots, guerilla marketing activities and installations designed to generate buzz about Amp'd while building demand leading into launch. The message, aimed at young mobile graduates and pop culture aficionados looking to get more out of their mobile experience, tells consumers not to do anything foolish like sign another contract since Amp'd Mobile will be here soon.
In addition to this teaser marketing campaign, the Ampd.com website gives hints at the innovative experience Amp'd Mobile will deliver. From its breakthrough, proprietary user interface, optimized handsets, and the company's syndicated, original and user-generated content, Amp'd Mobile offers users an experience to truly take advantage of broadband wireless and deliver entertainment in a unique way to become a part of the youth lifestyle.
"We're building a mobile entertainment company that will show people what next generation wireless services can do," said Peter Adderton, Amp'd Mobile founder and CEO. "We needed a marketing campaign that will grab attention and put our target audience on notice that we're coming soon -- whatever you do, don't sign another two-year or upgrade your mobile just yet, Amp'd is almost here, while also conveying some of the humor and irreverence the Amp'd brand will become known for."
"Since we're reaching out to a highly coveted, but also extremely media savvy, target group, we can't rely solely on conventional marketing tactics," added Don McGuire, chief marketing officer, Amp'd Mobile. "Along with our partners at TAXI, Carat and Media Revolution, our goal has been to create messages that will naturally intersect with their mobile lives but also make them stop and take notice. In this campaign, generating viral buzz will be as important as our placements in traditional and new media channels."
The initial pre-launch campaign for Amp'd Mobile will consist of:
-- Print Ads: TAXI and Amp'd collaborated on two creative executions for print ads. One featuring an "urn" with ashes of the dearly departed with a thought bubble wishing he was still around to get Amp'd. The "urn" ads will appear in action-sports publications that leverages "in the know" language and humor for each targeted group. The other execution features a number of "careless acts" people might want to avoid to ensure they'll be around for the launch of Amp'd Mobile. Among them, a guy taking a leak on what's clearly an electrified fence and a hapless young dude posing for a photo while a tornado's funnel cloud looms ominously in the background. The media buy includes Blender, Rolling Stone, FHM, ESPN The Magazine, In Touch and Entertainment Weekly, along with surfer and snowboarder enthusiast publications.
-- TV Spots: Humorous, extreme scenarios that convey the "Try Not to Die" message will run on such cable networks as Spike TV, Comedy Central, VH1, Cartoon Network, BET, Fox Sports, ESPN, Speed and cable nets. The campaign will also be backed with a heavy online component.
-- Web Banner Ads: This provocative attitude is also reflected in the comic online banner ads, which will appear on a wide range of youth-oriented web sites revolving around music, sports, entertainment, gaming and shopping, feature fictional companies involved in risky business, e.g. online store Re-Climb sells second-hand rock climbing gear, or Condor Sky Diving Academy offers free jumps with sky diving instructors in training. When clicked, the banners take you to a page that bears the simple yet cryptic message, "You are at risk. Try Not to Die. Amp'd Mobile is coming."
-- Guerrilla: Potential Amp'd customers will see sidewalk chalk art in major U.S. cities that appears to be a gaping hole in the middle of the walkway. In the midst of the void will be a sign urging people to avoid tumbling down the hole, lest they miss the Amp'd Mobile launch. Wild postings bearing the "Try Not to Die" tagline will appear in selected cities with the same humorous "careless acts" that may cause death featured in the print ads.
-- Ampd.com: The micro-site created by Media Revolution continues to give a teaser of the wide range of content Amp'd Mobile will be offering to whet consumers' appetites.
All media buying is being planned and executed by Carat's San Francisco and LA teams.
The pre-launch phase of the campaign will be followed by a major launch campaign breaking right at the new year that will run into the first quarter of '06. It will be designed to secure demand and purchase intent by showcasing more of the product and key features of the service.
About Amp'd Mobile
Amp'd Mobile is the first integrated mobile entertainment company for youth, young professionals and early adopters. By leveraging the power of broadband wireless (EVDO), Amp'd will offer traditional services such as voice and text within a completely fresh user interface designed specifically for the "mobile graduate" and third-generation (3G) technology. With a myriad of customizable options to meet each person's individual needs, Amp'd will bring a more relevant, personal experience to wireless lifestyle with unique music, video, community, entertainment, sports and gaming offerings divided into various channels for quick and easy access. Launching in late 2005, more information can be found at www.ampdmobile.com.
About TAXI Inc.
TAXI Inc. officially opened in New York on December 6, 2004 and has since been listed among the Top 10 Agencies to watch in 2005 by Adweek. TAXI's business is built on a media-neutral approach, resulting in strategic and creative agility and consistent brand experiences generated across multiple consumer touch-points. TAXI Inc. and TAXI Canada Inc. are independent, wholly-owned companies with core expertise in strategic planning, advertising, design, interactive and branded entertainment (produced through its division chokolat), with offices in New York, Toronto, Montreal and Calgary. TAXI was named Canadian Agency of the Year by Strategy Magazine for 2002, 2003 and 2004 and Marketing Magazine's Agency of the Year in 2001. TAXI was also named one of Canada's 50 Best Managed Companies for 2003 and 2004 by the global accounting and consulting firm Deloitte & Touche. Client assignments include CSTV Networks in New York and Nike, The Movie Network, BMW MINI, Pfizer's Viagra and TELUS Mobility in Canada. For more information, visit www.taxi-nyc.com.
LPI Communications
Melody Parrette or Leasa Ireland
858-793-1079 or 310-796-1936
melody@lpicommunications.com
or
TAXI NY
Paul Lavoie, 212-414-8294 x 241
lavoie@taxi-nyc.com
or
AVagnoni Communications
Anthony Vagnoni, 973-493-8736
anthony@avagnoni.com
© Business Wire
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