O2 Media Case Study
-
Upload
the-lbma -
Category
Technology
-
view
4.010 -
download
3
description
Transcript of O2 Media Case Study
www.TheLBMA.com
Million O2 customers 22
6.5m
We put the customer at the heart of our thinking
Ben, O2 More
“I get 2 to 3 offers a week…
I actually want more”
Source: CSI Score Q3 2010
91% of people said they were positive about receiving 3rd
party messages via O2
95% of all SMS messages are read within 3 minutes
Mobile Squared events page – September 2011
We put the customer at the heart of our thinking
Ben, O2 More
“I get 2 to 3 offers a week…
I actually want more”
Source: CSI Score Q3 2010
91% of people said they were positive about receiving 3rd
party messages via O2
95% of all SMS messages are read within 3 minutes
Mobile Squared events page – September 2011
Location messaging drives engagement
30% played due to the O2 More message
54% went to McDonald’s post receipt
McDonalds used location based messaging to encourage people to play
Monopoly Triple Play promotion
Starbucks case study
23% said they would redeem
the offer
• 14% redeemed the offer during the 3 month period
• 93% recall of message. • 1/3 said increased purchase intent • 77% positive rating for O2 More
Summer Film Program Geo-targeting around selected UK Asda, Tesco & Sainsbury's Supermarket stores, 18+
YAH Campaign
Marks and Spencer case study
Objective:
• M&S wanted to drive customers in store to take up the 15% off clothing offer
Solution:
• O2 sent location based messages to customers within ½ a mile of any M&S store, providing the details of the offer and a code to redeem the offer
• Customers were able to show the message in store with the code, to redeem the offer and staff at M&S were able to track redemptions.
The Co-operative Food/Coca Cola case study
Objective:
• Co-op wanted to inform customers of where their nearest store was and to drive customers in store to collect their free product
• Coca Cola wanted to offer customers a free bottle of Dr Pepper on request after receiving the message
Solution:
• O2 sent location based messages to customers within ½ a mile of any Co-operative Food, providing the street address of their nearest Co-op and details of the free gift.
• Customers were able to show their message in store to a member of staff to collect their free bottle of Dr Pepper.
The Co-operative Food – Mars promotion
• Campaign start date - 14th September
• MMS / SMS sent to targeted audience: Customers within 0.5 miles of a Co-op Food store
House of Fraser case study
Objective:
• House of Fraser wanted to drive customers in store to take up the £5 off £50 spend offer
Solution:
• O2 sent location based messages to customers within ½ a mile of any House of Fraser store providing the details of the offer and a code to redeem the offer
• Customers were able to show the message in store with the code, to redeem the offer and staff at House of Fraser were able to track redemptions.
L’Oreal/Superdrug case study
Objective: • To drive customers into Superdrug stores and take up the L’Oreal,
two for one, offer Solution:
• We sent an SMS to women aged 18 to 34 years old within 0.5 miles of a Superdrug with a Buy 1 get 1 free offer from L’Oreal
• Customers could go in store to redeem the offer without using any redemption mechanic
Tesco case study – Location targeted
Objective:
• Tesco wanted to raise awareness of customers’ nearest Catalogue Shop or Order and Collect Store and to drive these customers in store to take up the offer of £5 off a £50 spend
Solution:
• O2 looked up all customer postcodes and selected those who lived within a 10 mile radius of one of the stores
• Customers were sent an SMS detailing the offer and the street address of where their nearest store is