O2 targets corporate sector with £1.8m campaign

by Ben Carter, Marketing 16-Jun-04

O2 is preparing to fight Vodafone for the top spot in the £1.4bn corporate mobile market, with its first dedicated advertising campaign targeting big business.

The £1.8m activity will centre on a national and business press campaign to target key business decision-makers at work and home.

It will promote its Welcome and Network Manager services, developed for corporate customers.

O2 is second in terms of market share after Vodafone in the corporate market, but hopes that the additional services, which set standards of customer service and network reliability, will give it the edge over its rival.

The ads, created by Vallance Carruthers Coleman Priest, will feature the operator's standard 'bubble branding', as well as a series of blue cityscapes to illustrate the Welcome and Network Manager propositions.

Online and other press advertising will support the activity, which will run in both national broadsheet and business titles over the next six months. Media has been planned and bought by ZenithOptimedia.

O2 is also creating a Monthly Business pack, which will be distributed to leading business managers. The packs will contain access to a range of media including free subscriptions to Ft.com and The Economist.