O2: Oops

Using Telefonica’s Smartsteps data meant we could hone in on areas of heavy footfall – areas we established as “smashed screen blackspots”. Research from O2 on where breakages happen allowed us to create bespoke approaches for the “Oops” message i.e. music venues. We used Route data to buy a smart phone audience and reached them with roadside, rail and underground. We also used You Gov data to identify best rail stations for Apple users.

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Dec 10, 2018
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Smashed screens – it’s a big problem. A £1billion a year repair bill problem. Nearly half of smartphone users have had a smashing time they’d rather avoid. That’s 20million “oh shit” moments. We’ve all been there.

O2 listened and took a stand. They made free screen repairs a core market proposition for the first time, anywhere. That’s a big deal in “Telcoland” where brands increasingly need to connect emotionally with their customers, be seen to understand and add value to their lives above and beyond the tech.

The timing of the campaign was consciously aimed to break immediately before the new iPhone launch. O2 were the only network offering free repair with the new contract as part of its “Oops” tariff.  This competitive advantage message deserved a big platform.

We had three core objectives:

  • Prime market ahead of the iPhone launch to favour 02.
  • Drive IPhone upgrades.
  • Drive uptake of “Oops Tariff”.

We all know what that moment of breaking feels like. And we all probably say and feel exactly the same thing “Oh Shit”….or “Oops” if mum’s in earshot.

The challenge we set ourselves was how we could use media to evoke that feeling in people. The media itself was our star, not just a vehicle for a sales message. It was about communicating a feeling first and foremost. 

O2 wanted to go big – it was an industry first. But they needed to say it without saying it. We needed to make the media the message to drive talkability and sales. So we set out to smash things up – sometimes literally.

We combined the use of technology to show screens smashing on key sites with physically “breaking” or creating broken fake billboards to get people to stop, mutter their own “oops” and remind them it could happen to them.

We used media to communicate this feeling through breaking formats in right fit locations. O2 told us that almost all phone breakages happen in high traffic public spaces. Busy spaces where people are distracted and without a soft surface to break the fall of an errant handset. That’s why OOH led our campaign.

Where phones were most likely to be dropped such as shopping malls is where we executed the campaign, such as music venues or during the commuter rush we crafted bespoke executions for dramatic effect. 

We also executed through existing formats we:

  • Created DEPs in the Underground. We ‘rolled’ phones down escalator panels, the device bouncing down the screens as commuters descended.
  • Used lenticular motion-detection technology on six sheets so that screens “cracked”, triggered by passing commuters.
  • Smashed up the Waterloo Motion, the UKs biggest digital screen. 

And to top it off, we even persuaded contractors to let us meddle with their own inventory - such as 

  • Taking billboards off their hinges so that huge posters were hanging lop-sided off their fittings….we even dressed some with “hazard” cones to add realism.
  • Creating fake billboards - fitted them and then smashed them up.
  • Creating a dedicated campaign for music venues; known to be the highest density of phone breakages anywhere due to a perfect storm of hand waving and alcohol.

We used Smartsteps Telefonica data to identify mobile usage hotspots where we saw high multitasking and crowd volumes. These were our “smashed screen blackspots”.

Results

We smashed it. A high impact two-week UK-wide OOH campaign in August hit 33.8M consumers 250M times. In September Underground, press and digital formats were deployed.

Using Telefonica’s Smartsteps data meant we could hone in on areas of heavy footfall – areas we established as “smashed screen blackspots”.

Research from O2 on where breakages happen allowed us to create bespoke approaches for the “Oops” message i.e. music venues.

We used Route data to buy a smart phone audience and reached them with roadside, rail and underground.  We also used You Gov data to identify best rail stations for Apple users.

  • Brand love increased +12%,
  • Customer care and value perceptions +7>#/span###
  • Consideration rose +3% among prospects ahead of our competitors

Drive IPhone upgrades

  • Oops! drove 170k phone upgrades (32% above target)
  • 68% of customers moved to our ‘Oops Tariff” versus a 49% target
  • The campaign drove 70% of period sales and an incremental 17m revenue Y-O-Y

Drive uptake of ‘Oops’ tariff (20GB +)

So effective was the campaign in evoking a feeling above and beyond delivering a message that people took to social media to report our staged breakages. We got 190m earned reach impressions, over 3,000 social mentions and calls to contractors reporting broken panels.

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