Voxi Mobile targets cinema-goers with ad lampooning film trivia
Voxi Mobile has targeted cinema-goers in its latest campaign, which puts the spotlight on Voxi Media’s unlimited social media offer.
Media planning and buying has been handled by Carat, with creative by Abbott Mead Vickers BBDO.
As part of the campaign, Voxi is also debuting its partnership with Cineworld Cinemas, with ads created by Charles Olafare and Josie Finlay and directed by Steve Waugh through Coffee & TV.
The first shows the brand’s brain-in-a-jar duo Syd and Frank. “In too deep”, which runs earlier in the lead-up to the film, shows the pair talking about the film discourse they’ve seen on social media.
A later ad, called “Turn your phone off”, shows Syd continuing to scroll and talk as the film is about to start. Finally, Frank turns to her and tells her to turn it off before a loud slurper interrupts the silence. Dal Almeida and Mike Hughes, creative directors at AMV BBDO, said they wanted to bring the “ick” of people talking during films “to life”. The campaign coincides with releases such as Venom: The Last Dance, Gladiator 2, Joker: Folie A Deux and Wicked: Part 1.
Natalie de Cruz, managing partner at Carat UK, said: “In a world where media consumption is increasingly fragmented, cinema offers a rare moment of undivided attention. “For Voxi, this partnership is about more than just media placement – it’s a strategic move to connect with their audience at a time when they are fully engaged.” She added that by using the “focused environment of the cinemas”, the brand’s message can be delivered in a way which is impactful and memorable.
Research from the brand demonstrated that 78% of Voxi’s key demographic, aged 16-24, are frequent cinema-goers.
Jordan Stone, head of brand at Voxi Mobile and head of social at Vodafone, said cinema is a “powerful, memorable place to experience a brand” and there was no better environment for the “absurdity and humour” of Syd and Frank.