O2: 4.3 million videos to tell you it's time to upgrade your phone
Agency: LIDA
O2 Refresh is a contract that halves your bill once you've paid off your phone. So it pays to stick with it. The challenge was to persuade O2 Refresh customers to upgrade early, and non-O2 Refresh customers to switch.
Strategy
When it launched in 2013, O2 Refresh was a ground-breaking proposition.
It gave those who wanted an early upgrade the chance to get their hands on the latest shiny handset immediately.
It's in O2's interests to lock customers into new phones as soon as possible,...