Lycamobile, the world’s biggest mobile virtual network operator (MVNO), is returning to household screens with an extensive TV campaign across the UK and Ireland.
Developed by Guerillascope, the campaign launched on Saturday 3 November during the latest episode of the X Factor in Ireland. 30-second TV spots, produced by Guerillascope Ireland, are scheduled to air on multiple channels including ITV Breakfast, Dave, E4, Sky Sports News and 5 Star in the UK.
Spots featuring rising boxing star Mary Kate Slattery are also scheduled to run on TV3, 3E and Sky Ireland channels, with radio activity poised to hit the airwaves across both sides of the Irish Sea.
“Central to Lycamobile’s proposition in the lead up to Christmas is mobile data, and lots of it,” said Oliver Durkin, co-founder of Guerillascope and managing director of the Irish office. “With research from Ofcom showing that 50% of 16-24s and 48% of 25-34s regularly overrun their monthly data usage, Lyca’s UK Ultra Plan – complete with 15GB of data, unlimited minutes and texts, and 100 international minutes for just £12.00 a month – will appeal to the campaign’s target audience of 16-34 adults.
“We’re delighted that Lycamobile has returned to homes across Europe. It’s a clear display of the company’s ambition, and shows that resting on your laurels isn’t an option for any brand – even market leaders. You have to keep building, investing and evolving. We look forward to working closely with them to ensure the campaign’s effectiveness is maximised.”
This is just the start of Guerillascope’s strategy to fortify Lycamobile’s position; with 15 million customers across 23 countries worldwide already distinguishing the brand as market leader. Further radio and TV activity is currently being readied for broadcast across several European countries in 2019, including France, Italy and Denmark.