Working With Words And The People Who Write Them

O2 Extras

Project Description:


Created, launched and maintained an opt-in marketing channel to enhance customer loyalty, increase awareness and boost data revenue for major UK operator.

Drafted a house style of brevity and clarity, using humour and precision of language to inculcate the benefits of membership. All subsequent copy – from individual pages to monthly newsletter and 3 million targeted SMS – were produced to this brief.

Creativity and ingenuity were vital in repackaging similar items (ringtones, wallpapers, videos) for sale at regular intervals.

• Five-year commission in fiercely competitive market
• Initial membership 300% ahead of targets
• Exceptional response rates – up to 30% – to SMS communications
• Dramatic increase in awareness and usage of GPRS
• Boosted lifecycle spending
• Encouraged subsequent, more complex projects (such as Top-Up Surprises)