O2 Personalised Resign
Awarded: DMA
The challenge was to get O2 Pay Monthly customers thinking about their next phone before their contract was up.
We focused on spotting the tell-tale signs of upgrade desire — that restless moment when a current handset starts to feel outdated. By weaving together data signals such as tenure, device type, interests, and roaming behaviour, we anticipated what phone each customer would want next and stepped in with the right offer at precisely the moment temptation struck.
The most personalised video O2 ever produced.
Over 76 million possible permutations (and that’s not including location and address data).
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: