As the original used phone buyer, most people knew a little bit about Mazuma but the behaviour of buying and selling used phones was stuck in a different era and the room for growth was phenomenal. Over the years the brand had lost its way a little and the sector had become intensely competitive. This campaign was about putting Mazuma back on the map and telling a bigger bolder more premium story about a company just as obsessed by all things mobile as you are.
We put Mazuma right at the heart of the moments that mattered most in mobile. C4’s big TV event of the Autumn kicked it all off with Mazuma sponsoring The Circle – a show about social networking. Using the high frequency regular access to a seriously valuable audience we built Mazuma’s portfolio story. Working with Diagonal View productions we made sure the creative treatment delivered a step change moment for the way the services were showcased and started the process of separating them from the cashing pack. On radio we reinforced this further with spots broadcast on Kiss, the first station bigger on mobile than linear radio.
The result
The activity marked one of the best trading periods for the brand in recent years, sustaining a strong spike of visits and orders throughout the advertised period during the critical pre-Christmas months.