O2 - The best way to win new customers? Talk to the ones you already have: the story of O2, Chapter 2

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

This paper discusses the 2004-05 campaign for the mobile telephone company O2. The campaign was based on the fundamental insight that people were becoming fed up with the acquisition-driven marketing of other companies, and dissatisfied with the sector as a whole, and really wanted a brand they could trust.
Agency: Vallance Carruthers Coleman Priest/Zenith Optimedia/Archibald Ingall Stretton/Lambie-NairnAuthors: Sophie Maunder, Louise Cook, Nadine Young, Bob Udale, Nick Hough and Andrew Cox

O2 – The best way to win new customers? Talk to the ones you already have: the story of O2, Chapter 2

INTRODUCTION

This is the story of how O2 took a bold step that changed the rules of the UK mobile airtime market. As all brands were becoming entangled in an increasingly destructive spiral of directing their marketing efforts to attracting each other's customers, O2 and its agencies realised that the customers themselves were experiencing...

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