News From May 2007

ABA wins the launch of ASDA's new mobile phone network

Supermarket giant ASDA has appointed the Ashley Bolser Agency (ABA) to launch the new ASDA pay-as-you-go (PAYG) mobile phone network.

The "Pay less as you go with ASDA mobile" campaign will be launched nationwide on the 17th May 2007 by ABA, following a competitive pitch process and three months of dedicated creative work.
The ABA team are responsible for the positioning and direction of all in-store literature, as well as all DM, billboards, door drops and various other offline materials to promote the launch and subsequent promotions.

Diane Spence head of marketing at ASDA Mobile comments: "ABA's clear strengths of customer insight, high quality creative and overall enthusiasm came through very clearly during the pitch process. They seemed to capture the essence of the ASDA mobile brand, in translating the brand identity into an accessible and really easy to understand campaign, in a market where customers can often find the offer very confusing."

ABA managing director, Ashley Bolser, comments: "Although we have worked for ASDA on a number of projects, it's always great to be judged against your competitors and win! The ASDA Mobile offering is great value for customers; we love working on it!"

Posted by Richard Carter on 1st May 2007

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