Virgin Media O2: Connecting the disconnected – the O2 Christmas sim card

Mobile operator Virgin Media O2 grew brand love and sales with an integrated campaign based on a Christmas card offering free data to those in need.

Executive Summary

Today's world is a digital world. Without reliable consistent access to the internet, people miss out on so many opportunities. That's why VMO2 set up the National Databank in 2021 (a bit like a food bank, offering free mobile data to those in need). Our launch campaign announced this initiative to the nation and told them where to go if they needed help staying connected.

But a year on, the face of the problem was changing. Spiralling inflation meant that more people than ever were having to cut back on essentials, facing impossible choices about how to spend...

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