Europe UK : 3 UK announced the launch of a new advert in its “West meets East” series, this time to promote the full range of messaging services, including instant messaging and email, that are now available to its customers. Created by WCRS, this latest ad in the campaign first airs this week.

The advert features a scene that will be familiar to many - you’re stuck in a dull lecture and decide to spice up your day with a flirtatious message to a friend. In this case it’s a hand-folded paper message sent flying across the auditorium. Within seconds she has joined in the fun and before long everyone’s at it, with paper messages flying round the hall. The one person oblivious to it all is the lecturer making notes on his blackboard – emphasising the stark contrast between old communication tools and the full range of messaging services available on 3.

On top of texting, 3 customers now have ready access to mobile internet messaging through both MSN Messenger and Yahoo. Earlier this year 3 also launched a Pushmail service tailored for small office/home office users (SOHO) and SMEs. It gives 3 customers instant access to email on the move.

Graeme Oxby, Marketing Director of 3UK, said: “Our advertising has always reflected the fun and difference approach of 3, while showcasing our wide range of communications products and services. Our customers are using new ways of communicating with each other and this campaign reflects the phenomenal popularity of messaging whether its texting, instant messaging or email on the move.”

Following on from the Silk advert, this series focuses on 3’s core areas of communication, entertainment and information and promotes mobile TV, music and the internet as services that mobile users expect to get as standard on their phones.

This series of adverts was devised by WCRS. The Expo ad was directed by Traktor for production company Partizan and was written by Yannakis Jones. Media buying is by Mindshare. The TV work will be supported by extensive outdoor, online and in-store activity.

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This Weeks 3G News