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

“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 ...