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Space & Time has used the following skills/services in the project.
As part of Telefonica, O2 are one of the UK’s biggest mobile phone networks.
With over 430 stores in both franchise and retail formats across the UK, they also hold naming rights at some 14 live entertainment venues as well.
The Challenge
Since 2014 Space & Time have been driving sales at O2 stores leveraging our expertise in driving branch-level activation for national brands.
Following several successful campaigns across a variety of channels including OOH, Direct Mail, and Experiential, O2 came to us to promote the launch of the Google Pixel 6 and Pixel 6 Pro.
The objective was to leverage the strong introductory offer across O2’s national bricks and mortar network in tandem with their digital estate to drive sales and footfall of at least 1.7x.
Our Solution
In order to ensure the offer would reach a qualified audience, we would need to select a media opportunity that would allow both geographical and data led targeting which could be managed on a spend-per-store basis.
We opted for our programmatic team’s proprietary hyperlocal tool Precision M, allowing us to target devices by location whilst leveraging the benefits of agile bid management and data overlay.
Subsequently we went on to define our target audience:
- Two mile radius of participating O2 store to ensure relevance by location.
- Age 18+ to ensure eligibility for a contract
- Tech and Mobile phone interest
- Up-weighted bidding to android users based on device type
A suite of creative with a clean and concise call to action was then created across 10 different formats covering a mixture of both standard banners and interstitials to provide a balance of both inventory availability and cost.
Consumers were subsequently directed through to store specific landing pages to place pre-orders, ensuring that stock levels could be informed for a consumer-friendly click and collect experience.
Audiences were measured and compared between the exposed target audience and a control group to aid optimisation during the promotion, and understand the true impact and return post-campaign.
Throughout the campaign we worked in close collaboration with O2’s other agencies such as leading brand performance agency TCC, for a seamless client experience.
The Results
Results were consistently strong across the stores targeted, with performance peaking over weekends, reaching over 200,000 devices in total.
For O2, it’s had a significant impact on their marketing strategy, with further activity already planned to support their stores this year.
