O2 Enterprise: Business Readiness Flexiday

The Marketing Practice

The team

Ros Mclanachan, Paul Stevenson.

How did the campaign make a difference?

O2 showcased its Business Readiness proposition by effectively closing its head office, getting more than 2,500 people to work remotely. In eight weeks this generated 46 qualified leads and a sales pipeline worth £14m.

What details of the strategy make this a winning entry?

Business Readiness is one of the key offerings within O2's Joined Up People proposition. It's part of the strategy to position O2 as a full-service information and communications technology partner for enterprises and the public sector, and focuses on the ordinary disruptions of working life. With the Olympics threatening serious disruption in 2012, showing a fresh approach to flexible working could allow business as usual. On 8 February, O2 asked more than 2,500 people to work from home, or anywhere else they could find. The idea fed into an integrated comms campaign, as well as activities on the day. Telemarketing, social media, direct mail, email, a dedicated website and a PR campaign all helped build a buzz and keep the momentum going. And just for fun, O2 let the 3RUN parkour professional performance team loose in its empty office, creating a viral video...

How did creativity bring the strategy to life?