One 2 One tie-up aims to capture youth audience

One 2 One is stepping up its fight for mobile phone customers through a strategic partnership with Capital Radio and Carphone Warehouse.

One 2 One is stepping up its fight for mobile phone customers

through a strategic partnership with Capital Radio and Carphone

Warehouse.



Customers of the Cable & Wireless-owned company can now listen to

Capital programming via branded phones bought from Carphone Warehouse.

The arrangement follows recent alliances between Vodafone and Tesco, and

Cellnet and Asda, which allow consumers to buy pre-payment phones in

supermarkets.



The One 2 One handsets cost pounds 29.99 or pounds 49.99 and customers

will pay 5.9p per minute for accessing the Capital programming, plus

sports bulletins, concert ticket booking and the chance to make

reservations at the Capital-owned Radio Cafe.



The link-up is an attempt to target a young audience during the

pre-Christmas selling period. One 2 One is supporting the push with

radio ads, point-of-sale and below-the-line activity. The deal coincides

with One 2 One’s new TV ads through Bartle Bogle Hegarty.



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