How O2 got its bite back
VCCP London
What were the objectives for the creative work?
By 2013 the lifeblood of telecommunications, texts and minutes was rapidly drying up. Revenue from these traditionally lucrative sources was in quarter on quarter decline.
This was driven by competition from MVNO1 value players like Tesco Mobile and a shift to unlimited tariffs to defend against challengers like WhatsApp.
With exclusive 4G rights in 2012, EE had the opportunity to deliver price premium, but even this was not driving growth2:
Worryingly, the O2 brand was also losing its shine. It...