O2 launches campaign for International SIM product


Art created to reflect the artistic styles of five different countries central to push across TV, print, outdoor and digital media

O2 has unveiled the latest marketing campaign for its International SIM product, bringing together specially commissioned pieces of art from Bangladesh, India, Pakistan, Poland and Romania.

Each design is inspired by cultural references to the artists’ native country, and features icons and patterns that represents a particular culture. Each piece of artwork will appear throughout the UK in outdoor, press and digital media.

The art will also feature in a TV advertisement from October 7 featuring music by Nitin Sawney, the multi-award winning composer of BBC’s BAFTA nominated series, Human Planet. Sawney has also worked with music artists including Paul McCartney, Sting and Shakira.

The campaign has been created to support the O2 International SIM, which enables calls to be made from the UK to a range of countries from 1p a minute, including mobiles, with texts starting at 10p a message. The service is compatible with more than 200 countries in total.

O2 UK general manager for consumer Phil Maple said: “We’re proud to be able to work with such a diverse range of artists to create individual art for five countries our customers love to call. Our International SIM helps our customers stay connected to their friends and loved ones in their native country and we wanted to bring out the essence of each culture in this campaign.”