Telefonica: How O2 found its inner dog

This case study illustrates how O2, a communication services company in the UK, managed to instil a new brand image through a multi-faceted company culture campaign that increased its sales and brand awareness.

Telefonica: How O2 found its inner dog

Simon Gregory and Michael Lee

Campaign details

Client: TelefonicaAgency: VCCPBrand: O2

Background: Success from the inside out

O2 has long been a dominant force in the UK telco market with a strong history of innovations, firsts and launch successes. All this is well documented in IPA papers:

2002: It only works if it all works: how troubled BT Cellnet transformed into thriving O2

2006: The best way to win new customers? Talk to the ones you already have

2010: The O2 - A Blueprint for 21st Century Sponsorship...

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