3 Mobile: Mobile Flirting
Brief
3 Mobile wanted high profile media coverage to announce the launch of the UK’s first video dating service.
SolutionWe came up with the theme ‘The End of the Blind Date’ and focused all our communications around this platform. To communicate the visual appeal of the service we enlisted ultimate dream girlfriend Jodie Kidd and organised a media photocall of her using the service. In addition to the visual coverage this achieved we also produced a report on dating which showed that 75% of Brits have fallen for someone by the sound of their voice only to be disappointed when meeting them face to face. Our research was exploited via a media sell-in and 7 interviews directly with Jodie Kidd. Finally, with Jodie’s help and flirting expert Flik Everett, we produced “The Little Book of Mobile Flirting”. We produced the book from start to finish and made it available to consumers in all 3 Mobile shops.
ResultsLexis’ PR campaign around the launch certainly managed to impress the press…The Mirror, 13th August said: “ Jodie has found her soul mate, now she can help you find yours. Her face launched the world’s first mobile dating service. 3 customers can use it any time, any place – on the move, down the pub or in their homes.”
In total over £220,000 worth of PR coverage was generated by our campaign including coverage in The Mirror, Metro, Daily Star, Nuts, Handbag.com