Cellnet Callback: the birth of a brand

Raoul de la Bedoyere

Cellnet introduced its 'Callback' service on its mobile phones in 1991. The aim of the campaign by GGT Advertising was to launch the new service to the public and to encourage customers to subscribe to Cellnet.
Agency: GGT AdvertisingAuthor: Raoul de la Bedoyere

Cellnet Callback: the birth of a brand

INTRODUCTION

Mobile phones were the icons of the Eighties. Sales doubled each year and the business was a goldmine for the communications industry. Nowhere in the world was growth as spectacular as in the UK. This growth was made possible by an inspired set of government regulations that restricted competition between the networks and kept prices depressed. But when the recession bit, the networks discovered that these regulations now prevented them from stimulating new sales.

Even if the City let them, the...

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