O2 targets teens with pre-pay cards
Hamid Habib, 17 November 2009, 11:25am
Challenge - In September, O2 moved into a new market by launching two free pre-pay cards with Visa capability - an adult card, Cash Manager, and a Load & Go card for 13 to 17-year-olds. The launch of Cash Manager was backed by a heavy above-the-line campaign, while our challenge for Load & Go was twofold. We needed to drive mass awareness to the 13 to 17-year-old audience without overlapping the adult campaign and we wanted to use teens as our main channel to drive talkability and buzz.
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