Magazine article Marketing

O2 First with Cheap In-Home Call Rates

Magazine article Marketing

O2 First with Cheap In-Home Call Rates

Article excerpt

O2 is aiming for a slice of the residential phone market as it becomes the first network to offer cheaper rates on mobile calls made from home.

O2 believes the service will steal a march on rivals' plans, notably a similar initiative from BT called Bluephone, which launches next year.

The service, called O2 Home, goes live next month and is the company's main initiative to woo consumers during the crucial pre-Christmas period.

Customers register their home post code to sign up to O2 Home, which uses intelligent networking to automatically route calls made at home to a cheaper rate.

O2 is supporting O2 Home with a pounds 5m ad campaign by Vallance Carruthers Coleman Priest, forming the key plank of an overall pounds 11m fourth-quarter ad campaign.

As well as TV, press and outdoor, the O2 Home campaign will include a strong ambient element, appearing on take-away packaging. TV ads will feature falling telegraph poles.

O2 head of brand and marketing communications Suzie Moore said: 'O2 Home is our 'headline shout' for the Christmas season and is all about increasing use. …

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