O2 Media Case Study

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22 Million O2 customers

We put the customer at the heart of our thinking 95% of all SMS messages are read within 3 minutes Mobile Squared events page – September 2011 “I get 2 to 3 offers a week… I actually want more”91% of people said they were positive about receiving 3rd Ben, party messages via O2 O2 More Source: CSI Score Q3 2010

Location messaging drives engagement McDonalds used location based messaging to encourage people to play Monopoly Triple Play promotion 54% went to McDonald’s post receipt

Starbucks case study •  14% redeemed the offer during the 3 month period •  93% recall of message.23% said they •  1/3 said increased purchase intentwould redeem •  77% positive rating for O2 More the offer

Summer Film ProgramGeo-targeting around selected UK Asda, Tesco & Sainsburys Supermarket stores, 18+ YAH Campaign

Marks and Spencer case studyObjective:•  M&S wanted to drive customers in store to take up the 15% off clothing offerSolution:•  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 studyObjective:•  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 messageSolution:•  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 studyObjective: •  To drive customers into Superdrug stores and take up the L’Oreal, two for one, offerSolution: •  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 targetedObjective:•  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 spendSolution:•  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

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O2 Media Case Study

by The LBMA on Oct 07, 2011

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O2 Media Case Study — Presentation Transcript