VCCP Launch new O2 top-up surprises campaign

4th March 2009

VCCP Launch new O2 top-up surprises campaign O2 is extending its hugely successful O2 Top-up Surprises proposition and is launching a £5.5million marketing campaign to promote it.

The campaign first launched in November 2008 whereby Pay & Go customers are treated to a Surprise every time they top-up. The campaign's idea is centred on an old fairground favourite where you hook a duck to reveal a prize on the underside. In this online version, customers are sent a unique code after topping up and must log on to o2.co.uk/surprises, where they can play the game and win a variety of prizes.

'Surprises of all sizes, every time you top up' is the lead message for the campaign in addition to the signature yellow ducks which feature across all executions. Most impressively is the outdoor concept, a unique 6 sheet display, featuring water-filled panels and a 'sonic trigger', queued to 'quack' as people pass.

Alistair Johnston, Marketing Director, Telefónica O2 UK comments, "In the current climate, customer loyalty is more important than ever and we have a commitment to reward and value our existing customers. We are now giving our 11.8 million Pay & Go customers a guaranteed gift and the chance to win something big and exciting every time they top up."

Keeping up with the explosion of social media the campaign is supported by an exclusive tie-up with the social networking site, Bebo. Bebo members who become friends with 'O2 Top-up Surprises' will be able to spot hidden ducks around the site, which win members Bebo 'luv' when clicked on.

O2 launched O2 Top-up Surprises in conjunction with Buongiorno, a mobile entertainment expert.