O2: The Journey

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

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...

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