Bartle Bogle Hegarty has created a pounds 3 million,
football-themed radio and poster campaign for the digital network, One 2
One, as the mobile phone operator throws itself into the latest round of
promotions and prices.
One of a long series of six-sheet posters will run the football score
’England 0-Scotland 0’ across the distinctive One 2 One blue colour used
in previous campaigns. Only the endline alerts the reader that the
scores are not actually about football but about One 2 One special
tariffs, stating, ’Free national calls anywhere across Britain’.
A second poster runs a similar score - ’Wales 0-England 0’ - against the
blue backdrop and with the same endline. A third poster, which features
a series of other place names such as ’Wimbledon 0-Coventry 0’, refers
ostensibly to football teams but also pinpoints cities or areas in the
One 2 One network.
The poster campaign, which breaks nationwide on 13 August and runs until
the end of September, will be supported by radio advertising breaking at
the end of August. This also adopts the football theme, using a
commentator shouting out scores which turn out to be special
The ads were written by John O’Keeffe and art directed by Russell
The new One 2 One promotions include: free national calls on selected
special tariffs; free local and national calls at weekends for a pounds
20 monthly charge; a 50 per cent increase in the free-time monthly
allowance; a 50 per cent reduction in weekend, evening and night-time
rates; and free voicemail message retrieval.
Promotions are available between 10 August and 25 October.
Tim Samples, managing director of One 2 One said: ’We have always
believed that owning and using a mobile should be straightforward and
These promotions further extend this philosophy.’
One 2 One, the trading title of Mercury Personal Communications, handles
more than 60 million calls a week.