O2: Money Account Card

The Marketing Practice

The team

Neil Prior, Ros Mclanachan.

How did the campaign make a difference?

The Local Government Future Fund is a way to help local authorities kick-start vital new technology programmes, while meeting stringent spending targets. Three councils won shares of £250,000-worth of services and technology. 43 local authorities got involved with the launch, generating 62 new leads.

What details of the strategy make this a winning entry?

One of O2's key audiences is local government, and one of this sector's biggest pains is shrinking budgets. They've had to absorb a 25% cut in annual budgets, with more to come. Technology has a big role to play in making savings, but needs upfront investment. The Local Government Future Fund spearheaded O2's local government lead generation strategy, establishing O2 as a credible partner for voice and data services by engaging councils, sharing ideas and creating a community. Driving this was the chance to win a share of £250,000-worth of consultancy, services and technology. The journey began with the Local Government Futures Forum, 14 fact-finding workshops run in autumn 2011. Councils were consulted by Kable, specialists in public sector research, resulting in the Kable Report on UK local authorities’ key challenges. Among five key findings the need for innovation – with technology as the key driver – stood out. The Future Fund was conceived to offer councils direct help with the issues they'd identified themselves.

How did creativity bring the strategy to life?