O2: Employee Engagement



THE TEAM • Laila Milborrow, Paul Pearson, Matt Morley-Brown, Steve Stretton, Steve Jenkins, Chris Dodson, Paul Grainger, Ellis Faint. Other contributor.VJWWams Lea.

WHAT IS WONDERFUL ABOUT THIS WORK? • At the height of the 2009 recession, happiness was a rare commodity. We persuaded O2 to offer corporate HR directors a chance to raise spirits and profits. Results far outstripped targets, with a 45% uplift in calls and numerous visits to the campaign microsite.

OBJECTIVES • Develop relationships with HR directors in corporate organisations and prove the value of O2 products and services. Demonstrate that we're not only experts in mobile, but also understand their business and the need to keep staff happy and motivated.

STRATEGY AND TARGETING • The initial brief from O2 was to target IT directors. But we decided it would be better to build valuable relationships with HR directors. How? By combining a selection of O2's products and services and selling them as the way to a happier and more productive workforce. This would generate internal demand for the initiatives suggested, with more calls to O2 from IT directors to make enquiries and purchases. HR directors are always looking for new ideas, tips and inspiration in places like webinars, events, eNewsletters, podcasts, publications and websites. To save them time searching, build on O2's enabling positioning, and provide them with inspiring food for thought, we sent a book of tips and tricks interspersed with benefits they enjoyed as O2 customers.