O2 Priority Moments is a mobile app that lets you lead the champagne lifestyle on lemonade money, by providing exclusive discounted offers to O2 customers only. It’s a unique benefit, but not one used or talked about enough by its customers. It was time for this to change.
O2 Priority Moments and Made in Chelsea
The Big Idea
O2 needed to boost awareness, improve perceptions and more importantly encourage habitual use of its Priority app. O2 and ZenithOptimedia identified a key Digital Natives audience to target: young, tech-savvy individuals immersed in social media and apps, 24/7. Channel 4 needed to find a platform that shared not only these values but also promoted exclusivity and aspiration.
E4’s Made in Chelsea (MIC), was the perfect platform to target this audience and fulfil O2’s objectives. MIC’s sloaney ponies embody exclusivity and aspiration to many viewers. The two audiences fit like a Gucci sling-back, with Digital Natives 43% more likely to be fans of the programme than the average viewer (Sources : Channel 4 and Telefonica Business Intelligence).
The Chelsea lot like to get their own way, so we decided it was time the MIC viewers got the same treatment! Our solution was simple: we proposed an innovative campaign which created an appointment to view on E4 every week for 5 months.
“Partnering with Made in Chelsea and using E4’s creative and technical expertise, we created a fun real-time campaign across TV and Twitter providing viewers and our customers the chance to vote for offers. The result of the partnership led us to being regularly trended during the show, an increase in active usage of our platform and more importantly delighted customers” - Simon Valcarce, O2 Creative and Media Lead
Making it Happen
Social media was essential to this campaign, with only the MIC viewers using a dedicated Twitter hashtag to choose which Priority offer would go live on the app for all 12 million O2 customers each week. This empowered the key target audience, with the choice of offers varying from week to week and included deals from ASOS and Cineworld. The ad in the first break of the show highlighted the choice of offers and the copy in the 2nd ad break reminded viewers to vote. The winning offer was then revealed live on air in a solus end break created specifically for this campaign. 4OD was also extensively used to help promote the winning offer.
This was a media innovation that represented a first for a long-term, real-time campaign. Channel 4 worked with many key stakeholders to ensure operations and processes were in place to enable a live response to the votes and reveal the winning offer.
The Results
An additional 23,000 customers registered for Priority Moments as a result of this campaign, 13% more than expected! In the first week alone, we had 5,000 viewers tweet to vote on their favourite offer and the dedicated hashtag even trended 5th worldwide. This campaign proved it was the perfect environment for Digital Natives and exceeded clients expectations in terms of interaction, with nearly 150,000 regularly engaging with the app, which was more than 10,000 over target. Customer’s views on quality and value & perception of O2 increased markedly at +25% and +13% respectively after the campaign. They felt O2 had great promotions and was a brand that looks after their customers.
This campaign was a proven success and O2 demonstrated its commitment to partnerships with Channel 4 by becoming the launch sponsor for the new 2015 ‘All 4’ On Demand digital service and gave Priority customers exclusive premieres of key C4 programming.
