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bmobile's "b hands-free" Nets Two ADDY Awards

Port of Spain, Trinidad - bmobile’s campaign for smarter driving on the roads of Trinidad and Tobago has netted two prestigious advertising awards. “B smart. It’s your call. B hands-free”, an initiative designed to promote the use of mobile headsets, has won two silver ADDY awards from the Caribbean Advertising Federation (CAF), a member of the American Advertising Federation (AAF). Launched last December, the aim of the campaign was to encourage drivers to adopt the habit of using hands-free devices with their mobile phones. The regulations that introduced stiff penalties for persons caught holding a phone while driving came into effect in February and in the weeks leading up to it, bmobile reported a sharp increase in purchases of hands-free devices at all of its stores and dealer partners. "It is rewarding to have a public education campaign receive the nod of approval from a panel of overseas advertising professionals. It says that our message, ‘B smart. It's your call. B hands- free’ set the right tone with the public," said Camille Salandy, Head of Public Relations and External Affairs at TSTT. The campaign received Silver ADDY Awards for both the online and traditional media components. The creative force behind the campaign was Lonsdale Saatchi and Saatchi, a local advertising agency that is no stranger to award-winning campaigns. In total, Lonsdale’s work garnered six gold and 18 silver ADDYs in the CAF 2011 awards. “We are gratified that our work not only satisfied the needs of the client but received regional recognition for its creativity and effectiveness,” said Kenrick Attale, Executive Chairman at the agency. “We are focused on excellence – excellence in client satisfaction, excellence in the creative process and excellence in achieving the goals of any campaign brought before us. Successes like the ADDYs fuel us in this ongoing pursuit.”