Truphone launches £1m international campaign targeting businesses

Truphone, the global mobile operator, is launching a £1m international campaign to promote its Truphone Local Anywhere package to businesses and frequent travellers.

The campaign, which has been created by creative communications agency, The Bank, and media agency, the7stars, will demonstrate how the mobile package offers local rates and local numbers on one SIM.

It has been specifically targeted to businesses and consumers that communicate frequently on an international basis and will launch in London this week with TV, outdoor and press advertising featuring the line ‘Turn global communications on its head’. This will be shortly followed with a US version of the campaign idea. 

The UK TV commercial opens on a typical New York City street scene and features a hotel sign reading ‘Local Anywhere’; street signs saying ‘No Roaming’ and a bar called ‘Stay Connected’. Simarlarly, on the London street, signs such as ‘Post No Bills’, ‘Rate Watchers’ and ‘To Let – No Contracts’ are shown. 

In print ads, London scenes from the TV work will run in US media, with New York scenes in UK media to reflect the international appeal of both cities.Press ads are planned to appear in a mixture of transatlantic in-flight magazines and business-to-business and consumer titles, whilst TV advertising will be shown on business relevant TV channels – all specifically targeted at the international community.

The outdoor element of the campaign will use a mixture of backlit traditional and digital screens within Heathrow airport to target international travellers. The product will be available to buy on BA, Virgin, South Africa Airways, Easyjet and BMI flights. A fleet of Truphone liveried taxis running between London and Heathrow will continue the message.

Ian Pond, chief marketing officer at Truphone, says: “Truphone Local Anywhere is a huge launch for us, with enormous potential and something that really fills a gap in the market. It’s an innovative product that really changes the rules and that we know will appeal to people with an international lifestyle on both sides of the Atlantic, and eventually in many more countries.”

Will Phipps, head of planning at the7stars, adds: “When launching a product like this, it matters enormously that targeting is clever enough to reach the right people – and with Truphone Local Anywhere making its debut on both sides of the Atlantic we’ve produced an incredibly hard working and creative media plan that will see the brand make its mark on the right people in exactly the right place.”

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