The consumer drive, worth 拢4m, launches X-net, a bolt-on service to subscription packages, offering customers 50 texts and 50 minutes' free calls to any network for 拢10 a month. Subscribers who sign up for more than two months also receive 300 extra minutes for calls to any network in the second month.
The campaign, called "Talk Simple", breaks this week and runs across national TV and press, outdoor and ambient media including stencilling and street theatre.
The TV ads show a series of neon Playstation-like symbols, which are representative of other mobile networks, with a voiceover saying: "With O2, more people can reach their friends on other networks with their inclusive text and minutes. See what you can do. O2"
The outdoor ads show the symbols with the tagline "More cross-network minutes and texts than any other networks". The press ads explain that more people can reach friends on other networks using their inclusive minutes and texts.
The 拢5m business campaign is called the two-minute challenge and targets SMEs across TV, outdoor, press and internet. It challenges companies to get in contact with O2 and be convinced within two minutes to take up its business services, called Best for Business.
The campaigns were created by Vallance Carruthers Coleman Priest. They were art directed by the agency's creative director Rooney Carruthers with copywriter Paul Kemp. The TV ads were directed by Daniel Barber of production company Rose Hackney Barber.
Planning was by PHD, with the outdoor part of the campaign bought by Outdoor Connections, press by ZenithOptimedia, TV by TAP, online by Agency Republic and ambient by PD3.
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