O2 Enterprise Public Sector team: The Local Government Future Fund from O2

LIDA

The team

Dan Wright, Andrew Pogson, Nicky Bullard, Daniel Jenkins, Camilla Patel, Georgia Thurlwell, Charlie Parkyn, Kieran McGinley, Maxene Edghill.

Other contributor:

Tree.

How did the campaign make a difference?

This campaign was to launch a pre-paid card with a difference that included contactless payment, online top-ups and mobile phone linking. It got a response rate never before seen from a traditional O2 DM pack, with a 64% view rate and 20% of those customers clicking through to find out more.

What details of the strategy make this a winning entry?

Credit and debit card use is on the increase – in August 2011 card revenue finally topped that of cash – but our spending needs to be more restrained than ever before. The benefits of the new O2 Money Account card are extensive: it's pre-paid meaning no more overdrafts, it includes contactless payment, it offers online and mobile top ups and there are real time text alerts and the ability to link it to the O2 Wallet app for mobile shopping. The strategy was three-fold: help recipients of this product get to know their new card, drive them online for more information, explain to a now-engaged audience online about the new O2 Wallet app and how the way we deal with money is changing, thanks to O2.

How did creativity bring the strategy to life?