O2 ad campaign to target backpackers

O2 is launching a digital campaign, created by Agency Republic, to promote its Pay & Go International SIM card to the UK’s Australian, New Zealand and South African expatriate communities.

The SIM card costs &£14.99, and consumers using it can make phone calls and send text messages to the relevant countries for as little as 10p.

The digital activity is part of an integrated campaign that also features above-the-line ads created by Vallance Carruthers Coleman Priest. The banner ads show upside-down maps of the relevant countries alongside an outline of the UK. The message “Home is closer than you think” flashes up, followed by the promotional offer. The ads will appear on relevant sites, including gumtree.com, lostinlondon.com and tntmagazine.com.

Earlier this month, O2 launched its third-generation (3G) services for contract customers, with services for pre-pay customers planned to follow shortly. Content partners for the service include Glamour, GQ, ITN, MTV and Warner Bros. O2 also announced it had given up on the idea of combining 3G with the DAB digital radio standard, a blow for DAB, as O2 had been one of the first to announce plans to give its phones a DAB capability back in 2002.

Latest from Marketing Week


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


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.


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.


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