Campaign details
Agency: LIDA
Pay Monthly phone customers used to upgrade like clockwork at the end of their contract. But these days, most are happy to stick with the phone they've already got.
O2 needed to go personal. Really personal.
Strategy
We used to upgrade their phones as soon as our contracts ended. But nowadays, more and more of us are just as happy to stick with our current handsets and go out of contract.
This was a real problem for O2, as an out of contract customer is one that can leave at any time.
Research showed that...