O2: Using data, empathy and out of home to sell international SIMs

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

Campaign details

Brand: O2Brand owner: TelefónicaLead agencies: Havas Media, Talon OutdoorContributing agency: VCCPMarket: United KingdomIndustries: Telephone & internet servicesMedia channels: Outdoor, out-of-homeBudget: Up to 500k

Executive summary

O2, a mobile telecommunications ('telco') brand, increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home (OOH) campaign, driven by data and rooted in empathy.

  • There are 9.4 million people in the UK who call somewhere else home, resulting in a huge international calling market.
  • With competition extending beyond...

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