New campaign: O2 launches ‘friends’ tariff

O2 is launching a £4m advertising campaign to promote its new pay-as-you-go tariff, Your O2 Numbers.

A television, radio, press and online campaign breaks next week; outdoor activity will follow on November 19. Vallance Carruthers Coleman Priest created the campaign.

Your O2 Numbers offers the operator’s Pay&Go customers any mix of 1,000 minutes or texts a month to ten friends on O2 for £5.

Primarily targeting the 18to 24-year-old pre-pay market, the tariff was launched on November 1. The campaign shows numbers forming shapes to represent the different types of people in customers’ top tens.

O2 marketing director Sally Cowdry says: “We’ve all got different friends and family members that we call for different reasons – be it to gossip, to share a secret or to be cheered up. Now Pay&Go customers get to share 1,000 minutes or texts with ten of them for just £5 a month.