CASE STUDY: O2 talks to teens via Hollyoaks

Provided by Thinkbox
O2 wanted to speak to teenagers to launch their Load & Go card
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What was the Challenge / Background of the Campaign?

In August 2009, O2 entered the financial category and needed to engage teenagers with their pre-pay Load & Go card. They knew it would be difficult to get teens interested in finance, so O2 needed to approach their target audience differently in order to meet the ambitious target of 10,000 recruits within the first month. At the same time, O2 were also launching another pre-pay card aimed at adults using a spot campaign. So the additional challenge was how to talk only to teenagers to avoid confusion with the adult card. Find out more...

What was the Campaign Objective?

Launch Load & Go pre-pay card targeted at 16-24 adults
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500k16-24 adults
16 - 24Both
ABC1
C2
DE
Students
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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