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.
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