O2’s £5.5m prepay campaign


O2 has invested £5.5million in a marketing campaign to promote the extension of its Top-up Surprises proposition.
The offer, which launched in November last year, gives prepay customers a ‘surprise’ every time they top-up. Customers are given a code to claim prizes at o2.co.uk/surprises. Gifts range from free texts and picture messages to LCD TVs, laptops and race day or spa experiences.
The advertising campaign will start on February 26 through television, print and online media. The print campaign will run with national and lifestyle media, including Heat and Time Out.

Outdoor advertising will launch on March 9, which includes water-filled bus stop panels with actual rubber ducks that make quacking noises. The campaign will also run on social networking site Bebo on March 5.
Telefonica O2 UK marketing director Alistair Johnston said: “In the current climate, customer loyalty is more important than ever and we have a commitment to reward and value our existing customers. We are now giving our 11.8 million prepay customers a guaranteed gift and the chance to win something big and exciting every time they top up.”