O2 launches 'O2 Unlimited' to provide limitless calls and texts to a quarter of the population

O2 has launched a new campaign with a spend in excess of £2 million to promote its new online O2 Unlimited tariff, which offers Pay&Go customers unlimited calls and texts to other O2 UK customers. By topping up £10 a month, customers will get unlimited O2 to O2 texts. By topping up £15 a month, O2 unlimited customers will never have to pay for another call or text to an O2 number again. If however their friends and families are on other networks O2 customers will be able to call them for 25p a minute

An online campaign on social networking sites like Facebook, My Space and Bebo went live on 18th February. This will be supported by a press campaign targeting national newspapers such as The Sun and women's lifestyle press including Heat Magazine from the 3rd March. The new O2 Unlimited Pay&Go tariff has been designed to benefit O2 customers who belong to the same network as friends and family. With one in four people in the UK already on an O2 tariff, O2 Unlimited customers could be talking to a quarter of the population for free.

Primarily targeting the 16 - 24 year old pre-pay market, O2 Unlimited was launched on the 18th February The campaign idea, developed by VCCP, is based on a classic paper chain but with a twist because when it unfolds it shows a chain of different characters. Essentially the paper chain gives us a simple, iconic vehicle to demonstrate how the new unlimited offer makes it possible for friends, teams and families to literally connect to each other.

Sally Cowdry, O2 UK's Marketing Director, explains: "We know from speaking to our Pay&Go customers that they want to see benefits from belonging to the same network as their friends and family. Providing unlimited calls and texts will be invaluable to these customers and at the same time help us build and reward our O2 community by providing an unbeatable prepay offer. Our Pay&Go customers are very important to us and deserve the best possible mobile deal and associated benefits, which they get with O2 Unlimited."

All customers currently with O2 can change their tariff to join O2 Unlimited. They simply need to text LINK to 21300 or go to the O2.co.uk web site to opt in online.

Once O2 Unlimited customers have topped up the initial £15 call time credit, this can then be spent on other services, such as downloading the latest ringtones and wallpapers from O2 Active.