Lycamobile, the Mobile virtual network operator (MVNO), has appointed Ogilvy Group to handle a £10m marketing campaign as it launches in the UK. The operator will work in with primarily with Ogilvy Primary Contact and Ogilvy PR.
The campaign will support the company’s new pay-as-you-go SIM card and low-cost calling. It will include TV, radio, online and press advertising across national, regional and ethnic media. The outdoor advertising will include roadside, London Underground and bus sides. It will target groups such as ethnic minorities, ex-pats and immigrants.
Lycamobile has almost 2 million mobile subscribers and has already rolled-out its SIM card offer in seven countries, including the Netherlands, Belgium, Norway, Sweden, Denmark and Switzerland.
The company launched its MBNO with Orange on September 5. Its launch rates include free on-network talk time for a call of up to 39 minutes.
In July, Naked Communications was appointed to handle the advertising and strategy for Lebara Mobile (MW July 31), a pay-as-you-go SIM card service aimed at the immigrant population. The agency is now creating a new marketing push that will include press, radio, outdoor and online.