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Tbooth conducts Ridiculously Simple campaign

Mobile phone retailer Tbooth has begun a national media campaign called "Ridiculously Simple." The campaign, developed by Grey Canada of Toronto, promotes the chain's offering of cell phone service from a variety of providers with the tagline, "Making phones ridiculously simple." The campaign includes the chain's first national 30-second television commercial. The ad depicts an elderly woman walking down a street appearing to talk to herself. The ad then reveals that she is wearing a Bluetooth headset. The campaign also includes newspaper, radio and online ads, as well as in-store materials. "Tbooth takes the guesswork out of shopping for phones by simplifying wireless technology for everyone and that is exactly what we want to communicate," said Cary Skidmore, marketing vice-president at Glentel, the parent company of Tbooth. "The multi-media campaign developed by Grey Canada hits just the right note with its use of humour in simple and impactful creative that initiated an 'aha' moment with the consumer." Tbooth has 71 stores nationally.

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