O2: The blue robot that transformed a telco’s fortunes

O2, a telco brand, reversed its downward sales trend in the UK by introducing a brand mascot, Bubl, to physically embody the O2 network.

Executive Summary

The telco industry was facing greater commoditisation than ever before. O2 found itself being squeezed in both directions - between the major networks with unique core benefits; and the value-led Mobile Virtual Network Operators (MVNOs), gaining in prominence and market share, and driving a race to the bottom with increasingly aggressive pricing.

As a key player O2 had many benefits to offer, but by talking about all of them, they were simultaneously diluting what made them unique.

With owning the latest devices losing its cultural importance, and the brand being squeezed from both directions, there was a challenge...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands