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Helio Ads Take Advantage of Mobile Culture

AdWeek reports that it's not such a thin line between love and hate, especially when trying to gauge the relationships between young adults and their wireless carriers.

That's what category startup Helio discovered in research leading up to the launch of its first multimedia campaign from Deutsch/LA. "What we discovered, no surprise to me, was that tech-savvy young people from 18 to 32 years old either hate or are frustrated with their wireless carriers," said Julie Cordua, the company's senior director of marketing communications. "We knew we had to be friendly, approachable and honest for this young demographic."

Cordua said the other bullet points relevant to the Helio launch included the demographic's love of discovery -- they like new brands, new initiatives, new forms of entertainment -- and that mobile communication has become an indispensable part of their popular culture.

"They landed on a great concept," she said of Deutsch's campaign. "Don't call it a phone, don't call it a phone company. The brand should be seen as fun, entertaining and not what you used to know about wireless. Our numbers and metrics showed an immediate spike in traffic with the campaign launch, all early signs that the campaign is working."

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