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WirelessWave continues Love the Phone campaign

Glentel has begun a second phase of its "Love the Phone" campaign for its WirelessWave mobile phone retail chain. The campaign, developed by Grey Canada of Vancouver, is based on the concept of the emotional relationship consumers have with their phones. The new campaign consists of two commercials that portray this relationship from the point of view of the phone. One ad depicts the experience of "falling for" a new phone, while the other depicts a relationship that is coming to a frustrating end. The overall campaign also includes online and radio advertising, as well as social media activities. "Eventually, almost everybody falls out of love with their mobile phones, but the relationship is such that they are destined to fall back in love again," said Tim Johnson, president of Grey Vancouver. "This idea is portrayed with the 'Love the Phone' spots and is a sentiment that really resonates with WirelessWave's demographic, as they're always looking for the next must-have phone."

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