O2: 4.3 million videos to tell you it's time to upgrade your phone

This case study details how O2, a telecommunications company, increased upgrades among customers on its O2 refresh contract in the UK.

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,...

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