One2One is launching online work to support its "Life is made of
One2Ones" advertising campaign.
The internet campaign, which launches on 11 June, will include banner
ads and pop-ups, sponsorship, viral marketing and a micro-site.
Creative for the advertising was handled by the online ad technology
company Tangozebra and the creative online ad agency Gluemedia. Media
was planned and bought through Starcom IP.
One2One is the first advertiser to make use of Tangozebra's "Toast"
technology, which downloads in the background and appears when ready.
The pop-ups can be set to appear at a specific time to tie in with
editorial content, and can also be activated by certain links, keywords
or even by designated mouse rollovers.
The campaign will run for two months across ten sites including NME.com,
YourMobile and Gay.com, targeting One2One's key audience of 18- to
30-year-old mobile phone users.
Starcom IP has negotiated a six-week sponsorship deal for One2One on the
FHM site. The deal covers five areas of the site and both brands will
appear in co-branded areas. Both the sponsorship activity and the banner
advertising for the campaign will link through to a micro-site, created
by Gluemedia, and featuring a game through which players can win One2One
The TV and print advertising for One2One was created by Bartle Bogle
Hegarty, with traditional media through Starcom Motive.