O2 CREW by MEC Dusseldorf, Phocus Brand Contact for O2

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Germany
Agency MEC Dusseldorf
Agency Phocus Brand Contact
Released April 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: O2
Product/Service: CRM PLATFORM
Date of First Appearance: Apr 1 2010
Entrant Company: MEC ACCESS, Duesseldorf, GERMANY
Director of Strategic Planning: Florian Lina (MEC Access)
Strategic Planning: Sven Stuehmeier (MEC Access)
Strategic Planning: Kim Doyen (MEC Access)
Client Service: Henrike Luessenhop (MEC Access)
Media placement: Print Campaign - Prinz, Bild, Süddeutche, Etc. - 23rd Of April
Media placement: Online Campaign - Yahoo.de, Gmx.de, Web.de, Etc. - 7th Of May
Media placement: Ambient - Edgar Cards, Cinema Cards, Etc. - 7th Of May
Media placement: Out Of Home - Giant Poster, Billboards, Infoscreens, Etc. - 1st Of May
Media placement: PR - Prinz, Bravo, Galore, Etc. - 23rd Of April
Media placement: Promotions / Guerilla - Bars, Universities, PoS, Etc. - 1st Of May
Media placement: CR - Mobile, Newsletter, Etc. - 1st Of May
Media placement: O2 World Media - LED Arena Faceade, Marquee Signs, Scoreboard, Etc. - 1st Of May
Insights, Strategy & the Idea
Telecommunication is one of the most closely contested categories. It has become increasingly hard for brands to differentiate themselves on their prices, contract terms or products. And since investment in new customers can be up to 8 times higher than the investment in existing customers, it is more important than ever to generate a sense of brand loyalty, especially among those consumers who are both extremely open-minded and, above all, fickle, by employing measures that are specifically targeted at their particular needs. These measures include giving them experiences that other brands do not provide and special offers that help them to stand out within their community.
Creative Execution
‘How do I make an O2 customer a hero in his or her community?’ is therefore the main task facing us.
Our mission was to create a community that would exist in both the virtual and real world. On the platform www.o2crew.de, O2 customers and their friends were able to join in so-called "crews", and experience unforgettable moments in the O2 venues all over Germany. An evening with a-ha? We made O2 customers into stars by enabling them to give away 1,100 places exclusively to their friends. A concert with Rihanna? We let O2 customers distribute 989 tickets among their circle of friends. Our O2 Crews were given VIP treatment at 350 events: cycle rickshaws provided a quick way of getting to the venues, the Blue Lane meant they could enter without having to queue and the O2 lounges offered the perfect surroundings for them to relax with their community.
Results and Effectiveness
The O2 Crews recieved more than 30,000 free tickets. The largest crew attracted over 2,000 members. More than 106,000 members registered on the platform and the site got around 110,000 hits and over a million page impressions each month. The O2 Crew was publicised using a traditional campaign, social media, guerrilla marketing, promotions, CR measures, PoS and via O2 World Media. The O2 Crew proved to be hugely successful as a customer loyalty programme; the migration rate among contract customers was reduced by 30% over a one-year period. At the same time, the attractiveness of the brand rose by 18%.