• Reaching the teenage audience in a credible manner online is never easy. Either the product is not cool enough, or the message is irrelevant to their everyday lives
• With the massive uptake of mobile phones amongst 12 to 18 year olds, it’s no small wonder that this is the fastest growing crime committed against them
• When the Central Office of Information launched a campaign to raise awareness of teenage mobile crime and how it can be prevented,
  the challenge was always going to be how to give this message
  relevance and staying power, without being patronising

Campaign Details

We at r-kimedia proposed to use our portfolio of ringtones and mobile phone content sites in order to reach the target market while they were performing mobile phone-related actions (downloading content etc). In this way, they could associate the message with an action and increase its “stickiness”.
After careful consideration, the following sites from the r-kimedia portfolio were selected to run this campaign based on the % of their audience falling within the target audience:

In order to engage the target audience, an eye-catching rich media format was used in conjunction with standard formats. Thus Overlayz, banners and skyscrapers were made use of.

Below is a breakdown of the campaign

Creative Placements

Click on a thumbnail to enlarge

Destination Website