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

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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