The Post Office has appointed its roster agencies, Publicis and
Joshua, to handle the £4.5 million launch campaign for its new
fixed-line telephone service, Tele2.
The appointment follows the Post Office's decision to extend its
partnership with Tele2, a Swedish telecommunications company, after
successfully launching a range of phone cards in conjunction with the
outfit last October.
Media planning and buying for the Tele2 launch has been awarded to
MediaVest, which already supports Tele2's broadband internet services in
the UK. Media-Vest picked up Tele2's pan-European planning and buying
business two years ago.
The incumbent, Carat, is currently defending the Post Office's media
account as part of a statutory review by Consignia. A Post Office
spokeswoman insisted that there was no pitch for the Tele2 media
The new, fixed-line phone service, which began rolling out across the
country in November, represents the Post Office's first foray into
telecoms since it was divested of British Telecom in 1981. Tele2 offers
low-cost, "pay-as-you-go" home phone services and will be a direct
competitor to BT. Customers will be able to top up their pre-paid Tele2
credit balance via the Post Office or by standing order.
Tele2 already operates fixed-line phone services in every European
country other than the UK. The company, which was formed in 1993, also
offers mobile phone services to about 14 million customers in 21
countries, via brands such as Tango and Comviq.