Vodafone launched a similar offer with a 拢10m campaign that debuted during the World Cup final last Sunday (Marketing, 5 July). The offer is open to prepay customers and is primarily aimed at the youth market.
In response, O2 is launching 'Long weekends', a campaign promoting its offer of free calls from Saturday to Monday for both prepay customers who pay a minimum of 拢10 a month and monthly contract customers who are paying more than 拢35 a month for their tariff.
The activity, which breaks tomorrow (Thursday), retains the style used in ads introduced in May as part of a refresh of the O2 brand and its bubbles icon. The work has been created by O2's agency, VCCP.
The execution focuses on the positive feeling people have about long weekends and their dislike for Mondays. The ads will run over five consecutive weekends and will be backed by print and radio executions.
The Vodafone ad, using the strapline 'Where will your conversation take you?', follows a young woman talking on the phone as she walks through various landscapes that reflect the different characters of the people she talks to. When she switches off the phone she is transported back to reality.
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