O2 has unveiled a digital campaign with Blue Chip Marketing to help target the Polish community in the UK.
The agency has used Polish Mother’s Day, which takes place on Sunday 26 May, as a hook for the campaign.
A laurka – a homemade card decorated with flowers – is the usual gift, so Blue Chip created a ‘digital laurka’ which can be personalised with a message from the sender, then sent to their mum back home.
Gosia Manka at O2 said: “This is one of the most targeted digital campaigns we’ve launched for international sim in O2. It’s also one of the most touching ones; being Polish myself, I was very impressed with Blue Chip’s ability to identify how to connect with Polish community and come up with a concept so embedded within a Polish tradition.”
O2 has also teamed with Polish florist Linkflora to offer up to 20 per cent off bouquets for all O2 customers.
The activity is being promoted to Polish communities via street teams, in popular Polish press, and through Facebook and Twitter.