Brief Description: Mercury’s One2One mobile phone launch in 1993 was not a great success due to a poor offer and the strength of its competitor Orange, so there was a need to regain confidence in the brand. A creative idea of ‘having a one-to-one’ re-launched the product in 1996 using various TV executions. The result was a growth in brand awareness and in customers. Estimated responses to the campaign according to Econometric Modelling - extra £199.3 million revenue could be attributed to £36.7 million adspend---(TAGS)---Full Title: One2One: How advertising affected a brand's stakeholders ; Number: 1998/16 ; Brand: One2One ; Client: One2One ; Product Category: Telecoms (Telecoms - mobile networks) ; Agency: Bartle Bogle Hegarty ; Author: Nick Barham ; Prize Winners: 4 Star; ISBA Award for best new entry (Adworks ref: Advertising Works 10)
This content is only available to registered users of the IPA website; all you have to do to gain full access to this content is login or register below.
Remember Me
I've forgotten my password
If you work for an IPA member agency, you are entitled to full access to all the information contained within this website.
All you need to do is complete a few very simple steps, starting with clicking the button below:
Not an IPA member? Don't worry, there are accounts that allow non-members access to the wealth of information on this website.
If you are a student, you can sign up for student access by clicking below: