One2One shows its Charing side

To prove it is capable of more onerous tasks than organising Zoe Ball’s social life, mobile network One2One has managed to secure co-operation of London’s Charing Cross Hospital for its latest ad.

But eagle-eyed viewers of the company’s new, deeply earnest black-and-white TV ad might notice something slightly odd.

As the camera pans slowly around the hospital’s intensive care ward – and the One2One jingle emerges plaintively from a heart monitoring machine – there is not a mobile phone in sight.

That’s because, in common with most UK hospitals, Charing Cross has banned the use of mobiles on its premises – because they interfere with heart monitoring equipment.

Conscious of this fact, the forever caring Charing Cross hospital actually insisted that the One2One ad would not show any mobile phone on its premises.

But a hospital spokesman nervously assures The Diary: “We do have a contract with One2One for use off-site. Midwives use the service and doctors who are on call.”

The hospital has yet to decide how to spend the &£20,000 it received for the use of its name. By the sound of things, it is unlikely to need the cash to pay off its mobile phone bill.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here