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