Mobile operator Lycamobile connects with Ogilvy
3 October 2008
Ogilvy Group UK has been appointed as communications partner to Lycamobile, the mobile virtual network operator, as the company prepares to launch its Pay-As-You-Go SIM card and low-cost calling service in the UK.
Group companies Ogilvy Primary Contact and Ogilvy Public Relations will collaborate on a launch campaign for the new service, which enables users to make cheaper calls to overseas numbers than with larger networks. The service will be targeted primarily at ethnic minorities, immigrants and expatriates.
The wide-ranging multi-media campaign will feature TV advertising as well as radio ads, press and on-line advertising and out-of-home media including posters in the London Underground.
Lycamobile is teaming up with Orange to launch the UK service. It has already launched its SIM card in seven European markets and has over two million subscribers to date.
