O2 is launching a £5.5 million marketing campaign to promote its Top Up Surprises proposition.
Top Up Surprises guarantees Pay & Go customers a Surprise every time they top up by way of a unique code to claim from a bespoke website. There customers play “hook a duck” and win a gift ranging from free texts and picture messages to LCD TVs.
The campaign has been created by Vallance Carruthers Coleman Priest and launches on television, print, outdoor and online on Thursday (26 February). The ad carries the message “Surprises of all sizes, every time you top up” and all marketing carries the campaign’s signature yellow ducks.
The outdoor takes in six sheet display featuring water-filled panels with real rubber ducks and a “sonic trigger” that quacks as people pass.
Top Up Surprises launched in November last year and was set up in conjunction with mobile entertainment specialist Buongiorno.
The campaign also features a partnership with social networking site Bebo. Bebo members who become friends with “O2 Top Up Surprises” will be able to spot hidden ducks around the Bebo site, which win members “luv” when clicked on.