OPERATIONAL EFFECTIVENESS by ais London for O2

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OPERATIONAL EFFECTIVENESS

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Industry Mobile Communications
Media Direct marketing
Market United Kingdom
Agency ais London
Creative Director Matt Morley Brown
Art Director Spencer White
Copywriter Andy O'carroll
Released April 2010

Awards

Caples Awards 2010
Direct Mail & Print Direct mail, flat (10,001 to 100,000 pieces) Gold

Credits & Description

Category: Business Products & Services
Advertiser: O2
Product/Service: MOBILE TELECOMMUNICATIONS
Agency: archibald ingall stretton...
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: archibald ingall stretton..., London, UNITED KINGDOM
Creative Director: Matt Morley-Brown (archibald ingall stretton...)
Art Director: Spencer White (archibald ingall stretton...)
Copywriter: Andy O'Carroll (archibald ingall stretton...)
Business Director: Chris Dodson (archibald ingall stretton...)
Account Manager: Dan West (archibald ingall stretton...)
Studio Manager: Paul Grainger (archibald ingall stretton...)
Media placement: Direct Mail - Database - 1 April 2010

Describe the brief/objective of the direct campaign.
O2 briefed us to encourage IT Directors to let O2 manage their company’s mobiles. So they could be free to get on with more important IT projects. We targeted IT Directors within our database from a mixture of large organisations across all vertical sectors, as it’s their job to cut costs and manage teams. The brief’s insight told us that smartphones and mobiles have become vital tools for most organisations. But making sure they’re constantly supported with up-to-date settings, applications and software puts a massive strain on IT departments. This time could be better spent elsewhere.

Explain why the creative execution was relevant to the product or service.
Increasingly, communicationss are sent to this audience intrusively by email. So we chose to deliver a personalised mailer to make them take notice. This engaging and insightful mailing quickly communicated the benefits of O2’s service to this time-poor audience. An oversized envelope addressed directly to IT Directors helped to quickly dramatise the long list of daily tasks they typically undertake. And helped bring home in an empathetic manner how these less important jobs eat up their day. The creative helped reinforce O2’s expertise in managing business customers’ mobiles, and perfectly helped reflect O2’s brand positioning – We’re better, connected.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A C4 envelope addressed to IT Directors provided enough space to list all the niggly jobs they undertake as spoof job titles underneath their names – such as; Dealing with Dropped Mobiles in Tea Manager. Inside, a business card explained that O2 can take these jobs off their hands, so they can get on with more important tasks. The personalised reverse displayed a new job title for them: Director of Just Doing What I Should Be Doing. The mailing’s clear CTA's (call to action) provided an effective way to contact the sales team and ensured we hit our projected 5-10% response rate.

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.
Although this mailing doesn’t go live until 1 April 2010, an email version was deployed to a database of 4,000 on the 7th of March. Tasked with achieving 20 new opportunities for managed services, we captured 55 new leads within one week of deployment. A massive 25% click-through rate was achieved to the O2 site (50% higher than average O2 emails), so O2 has managed to collect more accurate information about their customers through data capture. Which will help to promote relevant products and services in the future. Based on the results of the email, we believe the DM will be equally successful.