O2 Personalised Resign
Awarded: DMA
The challenge was to persuade O2 Pay Monthly customers to upgrade early to the latest phone, whilst they were still in contract.
Our solution was to identify the moment that a customer started to itch for a new handset. A seamless journey through multiple data points including tenure, current handset, interests and roaming behaviours. Predicting the phone they’d be most interested in, and offering the perfect deal at the perfect time.
Awards entry case study:
The result is the most personalised video O2 have ever produced. Over 76 million possible permutations (and that’s not including location and address data). And the results have been very equally impressive:
Email CTO of 46% (+10% on our previous campaign, and over 14 times more than the industry benchmark)
77% of people watched their personal video all the way through
9.9% of people upgraded on the spot
Increased the average airtime cost by £5.52 – the first time this has ever been achieved in a retention campaign
Example of the video sent to the customer:
