3 'chavs up' its advertising

Mobile phone group 3 is tapping into the "chav" phenomenon, modifying its current advertising campaign to include a character complete with Burberry-style peaked cap, reports the MediaGuardian.

"It is hoping the cartoon turtle, who also sports "bling" jewellery, will help it sell mobile accessories such as hands-free kits, chargers and Bluetooth headsets.

The image is being used for print ads and in-store posters, alongside other manga-style cartoon "critters" that have featured in the campaign so far."

A spokesman for 3 said the advert was a humorous and would appeal to the group's target market of 18 to 34-year-olds.

emily | 11:50 AM | SMS Marketing & Advertising |
The Permanent Link to this page is: http://www.textually.org/textually/archives/2004/10/005841.htm