People who enjoy high levels of public trust and who use the
One2One service are the stars of new TV and print advertising by the
mobile phone company.
Firefighters, hospital staff and air traffic controllers all figure in
the campaign, devised by Bartle Bogle Hegarty, breaking next Tuesday and
due to run across the UK throughout August.
It is being spearheaded by three 30-second commercials featuring people
doing vital jobs who have chosen to use One2One in their day-to-day work
because of its reliability.
The films were shot on location using firefighters in Humberside as well
as workers at Manchester Airport and London’s Charing Cross
One ad features Humberside firefighters struggling to contain a fire,
the One2One music gradually rising above the noise. The endline is:
’Humberside Fire Brigade choose One2One.’
One2One, the smallest of the UK’s networks, has about 5.5 million
subscribers, giving it a 20 per cent market share. However, the company
has been given access to extra resource after its acquisition last year
by Deutsche Telecom.
The theme of the TV campaign is being replicated in 48- and 96-sheet
posters running nationally as well as ads in leading business
All the executions were written by Kim Papworth and art directed by Tony
Davidson. The commercials were directed by Dante Ariola for Propaganda.
Media is through Starcom Motive.
The new campaign marks a break with One2One’s use of celebrities. The
latest star was Vinnie Jones, the footballer-turned-actor, who fronted a
campaign last year to promote One2One as an effective all-round