Thursday, 9 October 2003

O2 teams up with the Evening Standard with homes and humour in their sights

We put together something very innovative for O2 and ran it with the Evening Standard. It is now featured as a case study on the Newspaper Marketing Association website:

"O2 took their message of calls to home conscious London by way of a house shaped cardboard insert. The creative execution gained high standout with the key affluent consumers.

Creatively engaging the consumer to raise awareness The Evening Standard used a clever creative concept to raise awareness of a client's key message and value. O2 wanted to target existing and potential O2 customers in a fun and humorous way, so The Evening Standard and O2 offered Londoners the chance to build their own house - a cardboard one."

The strategy of targeting existing and potential customers in key ‘home-conscious' moments O2's 'Homezone' service allows customers to make cheaper calls from their home by recognising when they are at home. The media imperative was to reach the target 'home' audience and those outside the home in 'home conscious' moments.

The Evening Standard settled on a creative concept which consisted of distributing 100,000 onserts (inserts which sit on the outside of a polybagged magazine) with MetroLife in Central London on 9 October 2003 . The onsert was a die-cut cardboard O2 branded house which readers were able to build thus creating their own O2 home.

"This execution brought the Homezone message to life and gained high standout with key consumers." Nick Burcher from ZenithOptimedia"

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