GoMo’s strategy: do one thing, and do it brilliantly

The sim-only mobile phone operator has used a lively teaser campaign and a simple message to great effect, racking up 250,000 customers in 16 months

7th February, 2021
GoMo’s strategy: do one thing, and do it brilliantly
“Our strategy from day one was to do something big to shake up the mobile market,” Caroline Lynch Credit: Fergal Philips

In the 16 months since its launch in Ireland, GoMo, Eir’s sim-only mobile phone operator, has racked up 250,000 customers. But before a single one of them had signed up, the company had already carried out a major marketing push.

By the time of GoMo’s official launch in October 2019, a teaser campaign running across digital, radio, print and out-of-home sites nationwide had been up and running for six weeks. Now, its full impact has...

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