Background

The Razer network (formerly MTV Canada) implemented a text messaging system that allows viewers to send messages from their cell phones, which will be displayed on national television, at a cost of 75¢ per message.

Strut's Solution

To appeal to the young audience, Strut developed a series of three national 30 second "Txt Ed" spots.

The campaign was a take-off of "Sex Ed" and included messages like: "It's okay to have Txt on a first date," and "Group Txt can be pleasurable for you and your friends." 

Results

Almost overnight awareness of Razer's text messaging games increased. The spots struck a chord with the target demographic.