MODERATI RINGS UP FIRST MAJOR NATIONAL AD CAMPAIGN FOR MODTONES.COM
Campaign focuses on personalization of ringtones as individual musical caller-Ids.
(SAN FRANCISCO) - Moderati, a top developer and distributor of ringtones and other downloadable content for cellular phones, recently broke out the first print ads for its Modtones brand of top-selling ringtone services, including the #1 selling polyphonic ringtone application on Verizon Wireless.
San Francisco ad agency Heat produced the million-dollar campaign, which targets the teen market. The fresh, funny and friendly ads feature teenagers identifying their various personas and friends by specific ringtones. This marks a major shift from current ringtone advertising, which is catalog-like, with lists of songs, short codes, and as many images and logos as can readably fit.
Ads start the first week of October and run through 2005 in targeted teen publications, with the first ad appearing in Seventeen.
"We wanted to break the mold of the usual ringtone ads, which usually have a cluttered feel,” said Cindy Mesaros, Moderati VP of Marketing. “Heat’s creativity with all of Yahoo!'s initial branding work made them an easy choice. They saw past the novelty of ringtones as a functional tool, and created a memorable campaign involving cellphones as a means to self-expression and a way to personalize your friends."
Over the years, Modtones has developed an edgy and humorous brand identity. The company pioneered original content with its “incoming booty call,” and recently launched DisTones, a.k.a. “ringtones for people you hate.”
Moderati research finds that repeat customers tend to purchase new ringtones every two months, leading the firm to conclude that teens are looking for fresh sounds and ways to distinguish themselves from the crowd of their peers at an increasing pace.
The firm currently powers T-Mobile and Cingular mobile content offerings via the modtones.com website, and Verizon Wireless through ‘Get It Now’ on the handset. Moderati also distributes white-label ringtones and images to major wireless carriers. Analysts predict that ringtones will ultimately compose the bulk of the mobile phone personalization market, reaching an estimated $6.5 billion in 2008.
“Modtones is truly at the forefront of this hot market,” said Steve Stone, founder of Heat, the agency that created the campaign. “Even my 13-year-old daughter and her friends think it’s cool.”
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vijay s. chattha
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