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

Hayley White, Jenni Gabbarelli

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...

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