AAPT to shake up mobile market
AAPT, part of the Telecom New Zealand Group, is attempting to shake up the mobile phone market in Australia with a new, low price plan and a television campaign featuring Australian TV actress and talk show host, Mary Coustas. Developed as part of an integrated campaign by Whybin Lawrence, TBWA/Tequila, Coustas uses terms like "how embarrassment", "sprung badly" and "smart chattage" to communicate the offering, including a A$0.49 pre-paid rate a minute, which is about half the rate of its nearest competitors.