48: conquering the youth mobile market

Focus
- 48: conquering the youth mobile market
- 27/04/2012
- Bradie Tippetts


Living out the best days of their lives... Difei Li, Creative commons (2012) ©

Scope
How do you attract a notoriously fickle 18-22-year-old demographic to a new mobile phone network in an already saturated marketplace? Easy: you give them an exclusive, members-only deal which makes all other networks appear, well, a little bit lame. Enter '48' - the new and exclusive members-only mobile phone network.

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Industry	Advertising & branding Demographics Mobile
Location	Ireland
Keywords	Inside Track Alternative Currency Neo-tribalism Pay as you go Subscription Niche Bad Taste Youth FOMO Offense Sex

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