O2 attracts casual users with ‘Pay & Glo’ tariff

O2 has found a bright idea to attract more pay and go customers to its mobile services with the launch of an iridescent tariff designed to command the attention of footloose consumers.

‘Pay & Glo’ is a nocturnal neon reboot of the providers more drab Pay as You Go tariff, offering contract-free mobile services with customers coughing up a monthly fee in line with their actual data usage.

The luminescent lure was chosen in partnership with VCCP as a way to cut through the winter gloom to this year’s cohort of proud new phone owners.

Guy Moore, creative director, VCCP: "Renaming and reshaping the exceptionally crowded Pay As You Go category and then bringing it to life with the striking images and photographic talents of Warren Du Preez and Nick Thornton Jones was an absolute delight. We’re chuffed to bits."

Pay & Glo follows on from O2's refresh of its Priorities reward programme offering unique treats, experiences and entertainment.

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