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O2 Launches Major UK Campaign to Target Students
O2 will be marking the start of the new university year with a major multi-platform campaign targeting students across the UK. The activity launches this weekvia a national advertising campaign, on Facebook and on the ground at 14 universities.
The campaign has been designed to raise awareness of O2’s Priority Ticketing offer amongst students. Priority Ticketing gives O2 customers the opportunity to buy tickets for gigs up to 48 hours before they go on general sale. Students will be offered free tickets to gigs at their local O2 Academy venues as an incentive to sign up to O2 offers aimed at this demographic.
The three O2 offerings being highlighted are:
‘Text & Web’ ‘ a new tariff offering unlimited data and unlimited texts for Pay & Go customers
‘Friends & Family Bolt On’, which, for monthly payments of £7.50, gives five O2 customers unlimited texts, calls and picture messages between each other.
‘Cash Manager’ from O2 Money which can help students better manage their money by never going overdrawn and receiving real-time balance text alerts.
Activity will run throughout the Michaelmas Term, led by a team of student brand managers called ‘O2 Fixers’. Their role will include collateral distribution, social networking, PR and event piggy-backing. A total of 28O2 Fixers will be recruited at 14 universities. Each will be provided with a toolkit to drive awareness and engagement of the activity to fellow students.
Peter Rampling at O2, says ‘Priority Ticketing is the perfect platform for us to use to engage with students, giving them the benefit of access to gigs at O2 Academy venues across the country. We’ve had great success in recent years with our student campaigns and look forward to an even more successful campaign this year.’
Exposure’s remit includes devising the strategy, student brand manager recruitment and liaison, event management and the creative for all supporting marketing content and collateral.
Tanya Weller, Exposure Group Account Director, says: ‘O2 has a range of new tariff and service offerings aimed at the student market as well as terrific access to music venues. We’re expecting students to jump at the chance to be a part of this campaign.’
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