Multitudes for Solo

September 1, 2005 by Pia Musngi

Bell Canada’s Solo Mobile launched an innovative national campaign last month, geared at 13-24s, that has so for yielded new activations of 20% above plan, says Stewart Ellis, Solo’s managing director.

Vancouver’s Rethink created excitement by positioning Solo, with its walkie-talkie capabilities connecting up to five people, as the ultimate tool for social function coordination. The funny campaign includes microsites that seemingly have nothing to do with Solo. Visit stompball.ca to get an idea. Stompball invites users to get with pals (and Solo phones) for this game that combines full-body slam wrestling – usually done in the dark. ‘We’re riding on the coattails of everything that’s cool [to youth]. We want to build buzz and we’re asking permission [to enter their lives] by making them laugh,’ says Anthony Thomas, AD at Rethink. Solo’s TV spots drive to the microsites as do 6,500 wild postings in Montreal, Vancouver, Toronto and Calgary.

Also expect Solo presence at youth-heavy events. Promo and sponsorship deals are in the works. The campaign runs until the end of

the year.