O2 promoted their 'Business Tariff' offer by advertising in national newspapers with a series of surprising ad placements. Innovative use of space in business sections maximised the impact of the creative whilst driving interest and awareness in the message.
This campaign is also showcased on the Newspaper Marketing Association website:
A series of impactful fractional ads in the business pages of national newspapers helped O2 alert current and potential customers to the benefits of their new 'Business Tariff'.
Innovative placement supports striking creative
The creative use of single and double page spreads helped O2 drive awareness of both the service provider and the call tariff being offered to businesses.
The media placement in several national newspaper business sections between 16 June and 25 July 2004 helped contextualise the message to a hard to reach business audience in a targeted and valuable way.
The O2 Business Tariff campaign - planned and bought by ZenithOptimedia - is one of several business-orientated messages which used newspapers as the lead medium. National newspapers involved include:
The Guardian & The Observer
The Independent & The Independent on Sunday
The Times & The Sunday Times
The Daily Telegraph & The Sunday Telegraph
See how O2 used the Evening Standard