O2 backs Priority deals service with £6m push

O2 will launch its mobile voucher scheme Priority Moments with a £6m integrated campaign.

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The operator unveiled the initiative, which offers O2 subscribers discounted tickets and incentives at participating outlets, with over 30 brands as launch partners earlier today (14 July).

The launch will include both online and offline executions in a campaign brokered by Publicis-owned Zenith Optimedia. The campaign breaks 26 July.

Sally Cowdry, O2’s marketing director, says the operator will message its subscribers directly on their mobiles in a bid to drive usage of Priority moments.

“There will be direct promotion on the phone [using an SMS with a click-to-download link] to get people to use the service it will be a simple two-step registration process,” she says.

Priority Moments is available via an iPhone and Android app and is also accessible via all mobile phones. “Seventy-five percent of our customers have access to the web via their phones”, adds Cowdry.

Priority Moments also lets brands target users via location, similar to O2 Media’s “You Are Here” service, although Cowdry maintains that both services are distinct form each other and complementary.

“O2 More [and You Are Here] is more of an advertising and push proposition while Priority moments is more of a Eloyalty proposition,” she adds.

O2 has confirmed brands including Harvey Nichols, Odeon, WHSmith and Zizzi as launch partners for Priority moments.

Rose Brunt, Zizzi’s head of external communications, says the scale of Priority Moments made its an attractive marketing channel.

“The data O2 has on its customers makes it a very targeted and tailored programme and it¹s a good way to push CRM. Also, the geo-targetting is a real plus-point,” she says.

“For instance, if we are launching a new restaurant, we could invite one hundred or so Priority Moments customers to raise awareness. We could also use Priority Moments to invite customers to test new dishes we¹re trialling,” adds Brunt.

Other participating brands at launch include Odeon, Toni & Guy, JJB, National Express.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

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