SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out pavilion Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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Business Type: Sole Trader

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