O2 rewards customers

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Mobile operator O2 wanted to reward its customers during the chilly run-up to Christmas, offering them the chance to have an unforgettable New Year’s Eve.

Leveraging the brand’s sponsorship of the O2 Arena in London, it offered customers the chance to win tickets to one of the New Year’s Eve events at The O2, featuring Elton John, 2ManyDJs and Hed Kandi. The campaign used a pioneering image-recognition technology, encouraging customers to interact with the campaign with their phone-cameras. Posters, press, TV, in-store ads showing the word “priority”, with the letter ‘I’ as a door formed part of O2’s Priority campaign, which aimed to highlight the mobile operator’s focus on its customer and the exclusive experiences they can receive from O2. O2 customers were asked to take a picture of a ‘Priority’ ad and send it to a shortcode number. After a few moments, the images is returned to them, but with the door in Priority revealing either a Christmas scene, or an image of the O2 – the latter meaning that the customer was a winner.

Customers were alerted to the campaign at the beginning of December via altered versions of the existing ATL executions, as well as emails, SMS and national press advertorials.  

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