'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.

After analysis of both market and customer data that helped identify the biggest potential opportunities, solidify the key messages and develop an approach that reflected the audiences buying cycle, a maturity model approach was chosen as the most effective way to engage the target audience. This research-based interactive model would give the audience opportunity to assess their communication maturity through a series of short questions and receive a personalised report outlining key recommendations of how to improve from their current situation.

As the heart of the campaign, the website which hosted the questionnaire and campaign resources was critical. Further communications were built around the model, using emails, direct mails and phone contact to create new levels of engagement and secure sales opportunities with O2.