Lycamobile signs up M2M in £6m UK campaign

International mobile telecoms provider, Lycamobile, has appointed media agency M2M to handle its £6 million UK planning and buying account in a bid to maximise the mobile virtual network operator’s ongoing advertising launch campaign, and to support the business objective of attracting over one million British subscribers by September 2009.

Lycamobile will be working with M2M investing in a substantial outdoor campaign in key UK regions that is also supported by a targeted ethnic media print promotion. A number of executions will be utilised, based on geo-demographic targeting of key audience sectors, incorporating large formats, bus supersides and a strong presence on the London Underground. M2M will also work alongside Lycamobile’s appointed PR and creative agency Ogilvy which is handling all UK launch communications.

Alistair MacCallum, managing director of M2M said: “We are delighted to be working with such an entrepreneurial business that is looking to deliver very confident acquisition targets. We are very much looking forward to contributing to Lycamobile’s growth in the UK and other markets.”

Jill Styring, head of marketing communications at Lycamobile, commented: “M2M’s appointment comes at a strategically important time when Lycamobile’s UK launch has reached a new level of increased activity with a nationwide roll out of various advertising campaigns and communications strategies. M2M’s background and expertise is a perfect match for the wide scale international reach Lycamobile aims to achieve.”

Lycamobile, with almost two million existing mobile subscribers in Europe, has previously rolled out its easy-to-use Pay As You Go SIM card in seven markets, including the Netherlands, Belgium, Norway, Sweden, Denmark and Switzerland.

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