Virgin Media O2: The O2 Christmas sim card

O2, a mobile network, partnered with inclusion charity, Good Things Foundation, in the UK to introduce the National Databank to donate data to those in need, drive brand health and deliver sales.

Executive summary

This paper tells the story of how O2, one of the UK's biggest mobile networks, took a big gamble in its most important commercial quarter.

To step away from the proven formula of a successful, but expected, brand purpose campaign, and into the uncharted territory of actual activism.

To lean in to what society really needed, and what our customers expected, in a financial climate that had hit the nation like a tonne of bricks.

This gamble led us to the simplest of festive gestures – a Christmas card from O2 – but one that carried a very...

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