‘Oops’: How O2’s iPhone success in 2017 was no accident

Nicky Vita and Alexa Caldecott

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

Campaign details

Brand: O2Advertiser: O2Agency: VCCP

Executive summary

This is the story of how a simple, untapped human insight led to a proposition and communications idea with incredible results.

In 2017, with increasing apathy towards new phones, increasing competition from both new and old competitors, and the decreasing distinctiveness of some of its most treasured brand assets, O2 faced its toughest market conditions for selling the new iPhone yet.

The new iPhone 8 and X launches were looming, but there was very little 'new news' from the brand.

O2 not only needed something that would...

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