2012 Bronze Best use of new technology

Client O2

How did the campaign make a difference? This campaign was to launch a pre-paid card with a difference that included contactless payment, online top-ups and mobile phone linking. It got a response rate never before seen from a traditional O2 DM pack, with a 64% view rate and 20% of those customers clicking through to find out more.

What details of the strategy make this a winning entry? Credit and debit card use is on the increase - in August 2011 card revenue finally topped that of cash - but our spending needs to be more restrained than ever before. The benefits of the new O2 Money Account card are extensive: it’s pre-paid meaning no more overdrafts, it includes contactless payment, it offers online and mobile top ups and there are real time text alerts and the ability to link it to the O2 Wallet app for mobile shopping. The strategy was three-fold: help recipients of this product get to know their new card, drive them online for more information, explain to a now-engaged audience online about the new O2 Wallet app and how the way we deal with money is changing, thanks to O2.

How did creativity bring the strategy to life? Customers had ordered the card, so getting them to open the pack wasn't a problem. However, helping them understand how their card could do more for them, and how O2 is changing money, was crucial to both immediate success and longer-term goals. Using existing augmented reality technology Aurasma, the O2 Money Account card would activate an engaging video that visually communicates these new benefits. New payment technologies are complicated, so at the touch of a button the customer could choose to watch O2 Guru videos on common questions, or go online to find out how the way we spend, send and receive money is changing for the better. Customers could even call to activate their card from within the video.

Results Engagement levels were higher than any O2 had received from a traditional DM pack. 64% of the customers mailed viewed and engaged with the Aurasma video. 20% of these clicked through to find out more about O2 Money, helping to significantly contribute to the total number of O2 Wallet apps registered to date.

Team Dan Wright, Andrew Pogson, Nicky Bullard, Daniel Jenkins, Camilla Patel, Georgia Thurlwell, Charlie Parkyn, Kieran McGinley, Maxene Edghill

Other contributors Tree – Involvement (e.g. telemarketing, production, etc), Aurasma – Augmented reality platform