BaZ advertises with vanity numbers

Publishers The Basler Zeitung (BaZ) is launching an extensive campaign to attract subscribers, focusing on so-called "vanity numbers": free telephone numbers such as 0800-RABATT or 0800-CLEVER. The letters can be easily converted into numbers using the cell phone keypad. Anyone who calls and orders the BaZ annual subscription for 2004 reads for free until the end of 2003. The target audience is "younger, mobile people, in short: the cell phone generation", according to a statement from the advertising agency cR DDB, whose creative department came up with the campaign.