O2: Goals!

Mobile telecommunications provider, O2 was losing share of the Pay & Go market in the UK to its main competitors and needed to increase demand for O2 SIM cards and drive new connections.

O2: Goals!

Agency name: Blue Chip Marketing (UK) Limited Client name: Telefonica 02 UK Category: Digital Communication

BACKGROUND

O2 was losing share of the Pay & Go market to its main competitors and needed to increase demand for O2 SIMs and drive new connections.

The target audience was cash-challenged, no-credit groups, mostly C2DE, with a high index of tabloid press readers actively engaged in gambling and watching or participating in sports.

The challenge was to deliver an impactful proposition that engaged this audience, generated interest in O2 SIMs and drive new connections throughout the...

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