O2 Star Trader 

This case study describes how O2, the UK mobile phone network, took a new approach to the free SIM card market.

O2 Star Trader

Blue Chip Marketing

Background

Star Trader is a real first for O2. Not only that, but it's a breakthrough for the mass distribution (free sim) market as a whole.

A deep dive into O2's Pay & Go base uncovered a unique group of O2 customers. Small yet powerful, these customers were not only ordering an unusually high number of free sims, but were activating them at impressively unprecedented rates. Without realising it, these customers were acting as a mini sales force, acquiring new customers more cost-effectively than any other channel could.

O2 needed to preserve and grow...

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