Magazine article Marketing

Marketing Society Awards for Excellence 2011: Long-Term Marketing Excellence

Magazine article Marketing

Marketing Society Awards for Excellence 2011: Long-Term Marketing Excellence

Article excerpt

WINNER

Brand: O2 Agency: VCCP

O2's 'customer-first' attitude has helped the brand consistently innovate since its launch nearly a decade ago, and it has become a major player in the competitive mobile-phone-network market.

Since its transformation from BT Cellnet in 2002, everything from staff conferences to product positioning has been about putting the customer first. The approach has generated a stream of innovative ideas such as bolt-ons, the Pay & Go Wild tariff, and the free text and calls Happy Hour promotion.

After just two years of business, all the key business metrics had improved, including total revenue, average revenue per quarter and the number of new connections, with more than 1m per quarter.

To incentivise customers to stay with the network, in 2005 O2 rolled out its 'A world that revolves around you' campaign, visualising the customer as both the centre of their own network, and of O2's thinking This activity was found to have prevented 1m disconnections between April and December 2005, as well as having encouraged people to join.

More recently, O2 has used its high-profile sponsorship of the former Millennium Dome and the Academy venues to good effect through its Priority loyalty scheme, which gives customers the chance to buy tickets 48 hours before they go on general sale, as well as fast-track entry at The O2.

Over the years, econometrics have repeatedly demonstrated the value to the brand delivered by the marketing communications, with an ROI of up to 80:1. …

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