Wednesday, 23 July 2003

O2 advertise to ethnic groups and create bespoke creative for each title

We ran a campaign for O2 in July 2003 that used a variety of titles to advertise to different ethnic groups (promoting overseas tariffs and overseas special offers.) We worked with the titles and the creative agency to ensure that the creative suited the editorial environment. We changed the destination on the sign according to who the title aimed at and also translated the ad text into the relevant language.

O2 international calling ad - each one adapted to suit the editorial context

This campaign looked great and was part of a very successful push to increase O2 market share of mobile international calling - really showing that it is worth making the effort to ensure that the message fits the medium, having tailored creative in this case really drove response.

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