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.

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