‘O2 reduced cost and complexity’ for O2, by The Marketing Practice

Summary

The ‘Reduced cost and complexity (RCC) campaign was designed to establish O2 as a leader in joined up communications. In anticipation of its planned joint venture with 2e2, O2 wanted to further establish its credentials as a partner who could integrate customers’ communications with complex IT and deliver joined up communications.

Firstly, The Marketing Practice (TMP) undertook analysis of both market and customer data to help O2 segment their audience by both size and fit of the potential opportunity. This enabled a ‘tiered’ approach, helped to set individual targets for segments and defined the campaign treatment each received.

To engage the target audience, a research-based, interactive maturity model was developed to give the audience opportunity to assess their communications maturity and receive a personalised report outlining recommendations on where to invest for best returns. TMP then commissioned independent research into the state-of-play of communications within 300+ businesses to provide the benchmark data.