Case study: differentiating a brand through direct engagement

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers.

Case study: differentiating a brand through direct engagement

Carole Lowe and Jasmine Skee

Five years ago, a new telecoms brand was announced. Today it is the largest mobile brand in the UK, with over 18 million customers. Considering O2's short life, the damning expectations at launch and the incredible competition it has faced, this is no mean feat.

O2set out to become the most 'enabling' brand in the marketplace, epitomised by its 'Can do' mantra, fresh-thinking attitude, and its values: bold, open, trusted and clear. Customers, not technology, were at the heart of the...

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