LIGHTER BILL by Havas Media Madrid for O2

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LIGHTER BILL

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Industry Mobile Communications
Media Direct marketing
Market Spain
Agency Havas Media Madrid
Creative Director Matt Morley Brown
Art Director Leanne Holloway
Copywriter Kieran Ainsworth
Released October 2011

Credits & Description

Category: Flat Mailing
Advertiser: O2
Product/Service: O2 BUSINESS MOBILE
Agency: HAVAS MEDIA
Creative Director: Matt Morley-Brown (Ais London)
Business Director: Melanie Hunter (Ais London)
Account Director: Sarah Tobin (Ais London)
Senior Account Manager: Louise Priestley (Ais London)
Art Director: Leanne Holloway (Ais London)
Copywriter: Kieran Ainsworth (Ais London)
Planner: Adele Meer (Ais London)
Studio Manager: Paul Grainger (Ais London)
Production Manager: Paul Tully (Ais London)
: Ross Glumart (Williams Lea Print)
Media placement: Direct Mail - Postal - 4 October 2011

Describe the brief/objective of the direct campaign.
O2 wanted to increase the number of mobiles taken out by their existing business customers. Research showed that many of them had a lower than average number of mobiles on their account. It was assumed they had some on other networks too. We needed to encourage them to move all their mobiles to O2 by showing them that they could save money on their bills by doing so.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Small businesses receive a pile of mail every day. A lot of it junk, or dull and boring. With a straight-ish sales message to get across, we had to create something out of the ordinary to achieve the 2% response rate O2 wanted. To show how moving to O2 meant getting lighter bills, we literally created ‘A lighter bill’ – a mock O2 bill printed on 17gsm tissue paper.

Copy was kept simple, and promoted the cost savings to both colleagues and customers.

Explain why the creative execution was relevant to the product or service.
Switching all your business mobiles to O2 would reduce costs, making your bill ‘lighter’. Our ‘lighter bill’, made of tissue paper, demonstrated the point simply, clearly and innovatively. Which is the aim of all O2’s marketing. And its originality was sure to create real standout.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign is still being rolled out to 42,000 customers, but early results are promising. In the first week, 125 call backs and 16 text backs were requested from businesses interested in lightening their bills.