O2 'Consolidation' direct mail case study

O2 wanted to increase the number of mobile phone handsets taken out within the existing business customer base. Analysis showed there was a substantial pot of business accounts that had a lower than average number of phones on their account.

It was assumed, therefore, that these businesses had a mixture of phones on other networks too. As a result, a consolidation model was built to target these customers.

The challenge for agency Archibald Ingall Stretton was to upsell and encourage these customers to move all their phones to O2.

The problem was that businesses receive a lot of mail every day. A lot of it junk, or dull and boring. To get across the idea of saving costs and to get noticed, something out of the ordinary was required.

The idea was ‘A lighter bill’, a mock O2 bill printed on 17 gsm tissue paper, which showed how moving to O2 meant getting lighter bills in every way.

For images of the campaign and expert comment, download the case study.