New Campaigns – O2

O2 is stepping up its focus on retention with the launch of a &£6m campaign to support its new customer loyalty scheme, O2 Treats.

Vallance Carruthers Coleman Priest created the campaign and media planning and buying is through Zenith Optimedia. The campaign breaks on September 30 and uses “sweet” imagery to communicate the notion of O2 Treats, which come in the form of free minutes and text messages and discounts on overseas calls.

The television, outdoor, print and online campaign will also include a two-week bus-shelter promotion. O2 will install sweet dispensers in ten bus shelters around the UK that will distribute free O2 sweets. The mobile giant has also teamed up with UCI cinemas to offer free O2 popcorn and sweets dished out by O2 ushers for the last two weeks of October.

O2 marketing director Russ Shaw says: “Engendering customer loyalty is a fundamental part of our strategy and this campaign is intended to evoke a feeling of warmth in our customers.”