2016 Gold IT/Telecommunications

Agency LIDA

Client O2

Campaign summary 4.3 million videos to tell you it’s time to upgrade your phone

Campaign overview

O2 Refresh is a contract that halves your bill once you’ve paid off your phone. So it pays to stick with it.

The challenge was to persuade O2 Refresh customers to upgrade early, and non-O2 Refresh customers to switch.

Strategy

When it launched in 2013, O2 Refresh was a ground-breaking proposition.

It gave those who wanted an early upgrade the chance to get their hands on the latest shiny handset immediately.

It’s in O2’s interests to lock customers into new phones as soon as possible, so they used quantitative research to identify the exact moment that customers would start getting the itch for a new phone.

And from that moment O2 delivered targeted comms to help them get their new handset whilst still in contract.

Of course, not every customer is hungry for the latest piece of tech; others are happy to leave it a while. So O2 used the latest modular video technology to create a one-off bespoke video for each and every customer.

Creativity

The aim was to use video to make a successful email re-sign programme even more personalised.

O2 identified a customer thinking of a new phone and told them how they could get it. And when they were about to go out of contract they were contacted again... with a live countdown timer.

Video content spoke directly to each customer as if O2 were there in the room. This involved an incredibly complex data, creative and production process. They were greeted by name to camera (O2 recorded the top 200 names, covering 80% of the O2 base).

Complex data algorithms allowed O2 to predict which phone would be most tempting for customers, reinforced by a demo from a trusted O2 Guru.

Results

In total O2 and LIDA created more than 4.3 million possible video permutations.

The click-to-open rate was more than 10 times higher than benchmarks for previous comparable activity.

Once a customer knew they had their own personal film waiting for them, they couldn’t wait to see it. 75% of viewers watched their personal video all the way through to the end.

O2 persuaded almost one in every two people who opened email to upgrade there and then, resulting in a phenomenal 4,437 upgrades in just one month.

Team

Nicky Bullard (Executive Creative Director) • Ian Owen (Associate Creative Director) • James Thorley (Associate Creative Director) • Seby Gurrieri (Account Director) • Lydia Gadbury (Senior Account Manager) • Lizzie Hutchison (Account Manager)

Contributors

IMI Mobile (Deployment agency) Idomoo (Personalised video solutions) VCCP Kin (Production agency)