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O2 targets bars with direct response campaign

LONDON - Mobile phone company O2 is planning a direct response ambient campaign in 30 bars to push its O2 Home service, which enables users to make cheap mobile calls from their home.

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Admedia has developed the campaign, which will be targeted at young people in bars in the Admedia network around London, Birmingham, Manchester, Leeds, Glasgow and Edinburgh.

The direct response campaign centres on moulded A3 panels with 3D creative and 3D stickers on mirrors in bar washrooms. The panels will have hundreds of tear-off slips attached to the bottom -- Admedia's Response-Its -- with details of the new deal and the O2 website address.

Washroom visitors can tear off the slips and use them later to sign up to O2 Home, a new service aimed at 16- to 25-year-olds who don't have a fixed phone line at home and O2 customers who make a high percentage of their calls from their mobile while at home.

The creative promotes O2 Home's Bolt-On package, which enables users to make a fixed number of calls from a registered UK postcode, and all the creative has a bolt-head theme.

The campaign will also include 30,000 3D bolt-head-shaped beer mats distributed to the bars involved, as well as bar-runners stretching the length of each bar.

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