O2 Winback Campaign
The Challenge
Was brought into O2 to work with the marcomms team while the new Marketing Director was re-shaping the wider marketing department. O2 were losing market share to Meteor in the critical ‘Youth’ segment. We needed to reverse that trend.
The Solution
Worked with the team and wrote a brief for this campaign. The more traditional approach would have been to commission another ATL campaign and spend a large budget. We felt this wouldn’t have the stand out we needed and was not the right thing to do.
So we looked at an online solution which would talk to our target audience on their terms.
We convinced the wider team that this needed to be the beginning of a strategic shift, rather than a once off campaign. We needed to make this brand acceptable and cool again with this market segment. We developed a campaign called ‘We are One’.
It started online and later went above the line into TV & outdoor. It made customers feel that they were part of a special online community in which they all played a part. The O2 arena and treats etc. were later added.
The Results
- Acquired 214,00 new customers.
- Stopped leakage by 35% per month in this segment.
- An investment of €1.5 million in this campaign yielded €15.4 million based on average spend per customer in a year.
- Won an Ad Effectiveness Award.
This campaign answered the brief exactly and started to turn the tide for O2.
“Really enjoyed working with Melanie, she has a great strategic brain and is very strong on brand, digital and advertising. O2 were very happy to win an Ad Effectiveness Award for the campaign Melanie drove while working with us for our Student Winback campaign We are One.” – Paul Dervan – Brand Director for Telefonicia Digital.