O2 Puts £5m Behind Surprises Campaign

O2 Puts £5m Behind Surprises Campaign
O2 is extending its ‘O2 Top-up Surprises’ proposition and launching a £5.5million marketing campaign to promote it. Initially launched in November 2008 in conjunction with mobile entertainment company Buongiorno, O2 Top-up Surprises guarantees Pay & Go customers a ‘Surprise’ every time they top-up. Customers are given a unique code to claim at o2.co.uk/surprises where they hook a duck and find out what Surprise they have won. Surprises range from free texts and picture messages to prizes such as LCD TVs and laptops and race day and spa experiences. The O2 Top Up Surprises advertising campaign, delivered by VCCP, will go live on 22 February spanning television, print and online media and will also include a unique 6-sheet bus stop display, featuring water-filled panels and a ‘sonic trigger’, which will ‘quack’ as people pass. The creative leads with the message: ‘Surprises of all sizes, every time you top up’ and each media element will showcase the campaign’s signature yellow ducks. Journeying from the Antarctic, through an Amazonian river, and ending in a pond in the UK, a stream of ducks are hooked by fishermen to reveal Surprises. The print campaign will run with national and lifestyle media, including Heat and Time Out. Outdoor advertising presence will launch on 9 March, with the centrepiece being the water-filled bus-stop panels. “In the current climate, customer loyalty is more important than ever and we have a commitment to reward and value our existing customers,” says Telefónica O2 UK Marketing Director, Alistair Johnston. “We are now giving our 11.8 million Pay & Go customers a guaranteed gift and the chance to win something big and exciting every time they top up.”The campaign will also be supported by an exclusive tie-up with the social networking site, Bebo, launching on 5 March. Bebo members who become friends with ‘O2 Top-up Surprises’ will be able to spot hidden ducks around the Bebo site, which win members Bebo ‘luv’ when clicked on.

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