O2: Money Account Card

UK local government, a major client group for telecoms operator O2, faced shrinking budgets. Research established the need for councils to innovate, so O2 set up the Local Government Future Fund to offer direct help in kick-starting vital new technology programmes.

O2: Money Account Card

The Marketing Practice

The team

Neil Prior, Ros Mclanachan.

How did the campaign make a difference?

The Local Government Future Fund is a way to help local authorities kick-start vital new technology programmes, while meeting stringent spending targets. Three councils won shares of £250,000-worth of services and technology. 43 local authorities got involved with the launch, generating 62 new leads.

What details of the strategy make this a winning entry?

One of O2's key audiences is local government, and one of this sector's biggest pains is shrinking budgets. They've had to absorb a 25% cut in...

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