O2
THE JOURNEY
CRM
There's a precise moment when you start to itch for a new phone
By tapping into that feeling, our goal was to persuade O2 Pay Monthly customers to upgrade early - whilst they were still in contract.
We combined multiple data points including tenure, current handset, interests and roaming behaviours into one seamless journey. Predicting the phone each customer would be most interested in, tailoring how we spoke about it, and offering them perfect deal at the perfect time.
Making customers feel more valued. And more valuable to O2.
We built and filmed a unique branded world centred around a model train (and plane) journey. All so we could deliver hyper-personalised videos direct to O2 Pay Monthly customers through a bespoke CRM experience.
Results
We created over 76 million possible video permutations (and that's not including location and address data). And the results were equally impressive:
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1 in 3 people upgraded on the spot
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Customers increased their average airtime cost by £5.52 - the first time this had ever been achieved in an O2 retention campaign
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Email CTO of 46% (+10% on previous campaign, and over 14x more than industry benchmark)
Awards
Gold
DMAs / Best Loyalty or CRM Programme
Bronze
DMAs / Best Data Strategy
Shortlist
DMAs / Utilities & Telecommunications
Other work
