O2 trumpets local businesses in Priority push

O2 is launching a £2.5m marketing campaign to promote the fact that it is extending its Priority Moments loyalty scheme to independent businesses – even those who are not O2 business customers.

Priority Moments

Independent businesses can now run location-based offers alongside high street brands – such as Odeon, Yo! Sushi and Hertz – to O2 customers on the Priority Moments app using a self-service platform.

O2 claims the push will help independent retailers become more prominent on the high street as more than half (54 per cent) of the 510 local retailers polled by the company in September said that generating consumer awareness is one of their biggest challenges.

The mobile operator will encourage businesses to sign up to the service across digital, social media, radio, press – including the creation of a “Loving Local” series with online advertorials, video and toolkits across the Guardian’s digital portfolio. The creative will focus on success stories with existing independent business partners.

O2 will also be sending street teams to give independent businesses across the UK demonstrations of the service.

In addition, O2 will hold a “Love Local Weekend” event in Exchange Square in Manchester on 27 and 28 October with the aim of championing independent businesses. It will be supported by a media partnership with the Manchester Evening News, Manchester’s Key 103FM and outdoor and digital marketing.

The campaign was created by VCCP, while media is being handled by Zenith Optimedia.

O2 launched Priority Moments in July last year, backed by a £6m launch push and ongoing digital activity. The company claimed earlier this year that Priority Moments has provided customers with about £7.5m worth of savings from more than 300 brands.

In July this year it formed a partnership with Nike to launch “Priority Sports”, to offer its 23 million customer network exclusive access to the sports brand’s events, products and services.

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