MonsterMob, the UK’s largest mobile content provider, has appointed LOVE as its lead agency following a strategic pitch. The Manchester based agency fought off competition from three other bids for the account, including a joint pitch by Tequila, BDH\\TBWA and The Chase.
The agency landed the account after impressing marketing chiefs with its extensive experience in the youth market and its vision for the brand moving forward. Speaking to Adline, Alistair Sim, MD of LOVE, said: \"It\'s a great win for us and also a big challenge. Look in the back of any newspaper or magazine and you\'ll see that the the \'ring tone\' market is completely saturated right now and many operators have created rather bad reputations for themselves. As an established provider of comprehensive mobile content, MonsterMob wants to take a different approach.\"
\"There\'s a real opportunity to create a mobile entertainment brand that people can trust and believe in; one which lives in different environments and behaves in a different way. MonsterMob\'s products and services are at the leading edge of technology. It needs a brand to reflect this and create a stronger emotional connection with its customers.\"
The first phase in what is expected to be a long-term brand building campaign has included the development of a new brand called simply \'The Mob\'. The brand aims to appeal to a wider audience while creating something unique to teach the user.
\"It’s about aspiration and communication, about being part of something, a group or a movement, which directly benefits the individual,\" added Sim.
The Mob is initially being launched with wap site, CRM programme, press and on-line advertising, DM and retail POS. The activity is to promote a new subscription based service which offers customers unlimited downloads for a fixed monthly fee.
MonsterMob, which was founded in 2000, is currently developing and delivering mobile content including video on demand, interactive communities, real-music ring tones, high-res graphics and superior javagames.