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...