O2 Money
Background
Amidst the daily news stories of financial doom and gloom, O2 launched O2 Money to bring a breath of fresh air to the world of personal finance. The Cash Manager and Load & Go cards, launched in partnership with NatWest, are 2 completely free pre-paid Visa cards that help people manage their spending money by never being overdrawn and receiving real time balance alerts sent to their mobile phones. Our challenge was to launch the 2 cards to different audiences, leave people with a clear understanding of how to use them, and convey the emotional benefits of freedom and control. No small task.
We created the concentrated campaign idea 'Your money is in your hands' and brought it to life using exciting street magic techniques to demonstrate the key product features and benefits. The campaign world is positive, uplifting and puts the customer in control, which represents the fresh approach that O2 is bringing to the money market.
The campaign is currently live across TV, cinema, press, retail, online and direct marketing. Results to follow!
Fact
Dynamo, the star's favourite street magician, was our consultant on the shoot and worked with our actors to develop the sleight of hand routine.
Fact
The O2 Money cards are the only pre-paid cards on the market that are free and have no charges.