O2: O2 Refresh
LIDA
Campaign overview
When it launched two years ago, O2 Refresh was a ground-breaking proposition: a contract that halves your bill once you've paid off your phone handset. It's a much fairer proposition for customers who don't like the 'must get new handset every two years' cycle, yet still offers those who do want to upgrade early the chance to get the latest shiny handset at any time by paying off the remainder of their contract. And for O2, it means a contracted long-term customer.
So the campaign challenge was to persuade O2 Refresh customers to upgrade...