O2 - A world that revolves around you

In 2005 O2 changed the conventions of the UK mobile network market. A new campaign, 'O2: A World That Revolves Around You', talked to O2 customers through broadcast and personal media.

It announced a radical shift in rewards, now for loyalty not for defection, with a new emphasis on customer service. The campaign reversed a rising trend in disconnections and attracted new customers.

By the end of 2005, O2 overtook Orange to have the largest UK user base. O2's brand affinity also improved on a range of measures, including bonding, consideration and recommendation.

Econometric modelling suggests a medium-term payback on investment of up to 80:1. Now part of Telefonica, O2 has achieved UK Brand Leadership.

For the complete case study visit the WARC website.

O2 - A World That Revolves Around You

O2 decided to put the customer firmly at the centre of everything the brand did: customer service, rewards programmes, and not least, communications.

Databank.

Awards: 2006 IPA Effectiveness Awards, Gold Award

Client: O2

Entrants: Vallance Carruthers Coleman Priest/Zenith Optimedia/Archibald Ingall Stretton/Lambie-Nairn

Authors: Sophie Maunder, Louise Cook, Nadine Young, Bob Udale, Nick Hough and Andrew Cox

Contributing authors: Sophie Maunder, Louise Cook, Nadine Young, Bob Udale, Nick Hough and Andrew Cox

Media used: TV, print, outdoor, interactive, DM, ambient, press

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