Magazine article Marketing

Brand in the News O2

Magazine article Marketing

Brand in the News O2

Article excerpt

What has happened?

O2 is rolling out a major extension to its Priority loyalty scheme in which it teams up with 30 brands, including WH Smith, French Connection and Harvey Nichols, to offer customers location-based 'treats'.

Priority Moments, as it has been named, will allow O2's 22m customers with smartphones or Wap-enabled devices to access instant offers. Using geo-location technology, the app will flag up nearby offers that consumers can redeem simply by showing sales staff the voucher on the screen of their handset.

The roll-out will be backed by a pounds 6m ad push spanning TV, outdoor and press, created by VCCP, breaking on 26 July.

Why is O2 doing this?

The mobile network's marketing and consumer director, Sally Cowdry, said it was looking for a way to build on its Priority Ticketing offer.

'We looked at the success of that programme, but also what was going on in Britain at the time, the fact that actually it's quite miserable and everybody has less money. …

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