2017 Bronze Best data strategy

LIDA

Client: O2

The Journey

Campaign overview

Pay Monthly phone customers used to upgrade like clockwork at the end of their contract. But these days, most are happy to stick with the phone they've already got.

O2 needed to go personal.

Really personal.

Strategy

We used to upgrade our phones as soon as our contracts ended. But nowadays, more and more of us are just as happy to stick with our current handsets and go out of contract.

This was a real problem for O2, as an out of contract customer is one that can leave at any time.

Research showed that for many O2 customers, the latest phones simply didn't seem much better than their current ones. A few more megapixels or millimetres here or there, but no particularly compelling reasons why they should upgrade.

LIDA’s strategy was to go personal.

Using everything they knew about each customer and complex data algorithms to determine the best phone for them, the aim was to show customers why said phone was such a perfect fit - and then why they should upgrade directly with O2.

Creativity

At the heart of LIDA’s cross-channel retention programme, they created the most personalised communication O2 has ever done - a seamless video journey with over 76 million permutations.

They didn't just try to sell the latest high-end handsets. Instead, they dug deep into each individual customer's data to create the most compelling upgrade story possible. Analysing their current phone manufacturer, operating system and monthly tariff spend to determine the best phone for them.

They revolutionised the way O2 talked to them about it. They looked at the data to see their passions points - they used what they knew about each customer to make the phone more relevant to them.

From there, they reiterated why they should stay with O2 and made it as simple as possible for them to get their hands on the phone, delivering tailored incentives to help them get it quicker.

Results

After watching their personal video, 1 in 3 people upgraded on the spot. And they increased their tariff too - the first time this has ever been achieved in a retention campaign for O2.

Ultimately making O2 customers feel more valued, and making them more valuable to O2.

Team

Tom Thomas (Chief Creative Officer) LIDA - Ian Owen (Associate Creative Director) LIDA - James Thorley (Associate Creative Director) LIDA - Lydia Gadbury (Account Director) LIDA - Chris Brightwell (Senior Designer) LIDA

Contributors

IMI Mobile (Email deployment agency) Idomoo (Video rendering solution) VCCP Kin (Production agency)