O2 were keen to create a campaign that would add value and deliver genuine standout versus competitor networks to drive Pay Monthly & Pay As You Go activations during the festive period.
Given the broadness of the age ranges and demographic of the audiences involved, Cinema was identified to have mass appeal and wasn’t something any other network was owning at the time.
Negotiating with a members-only cinema discount partner, we were able to deliver a tiered reward of 6, 12 and 24 month ‘Popcorn Pass’ membership dependent on customer value, giving holders discounts of up to 40% off ticket prices at over 200 cinemas nationwide.
With no pesky timing or volume restrictions, O2 customers could search for their local cinema, choose their film and book discounted tickets all through an exclusive mobile app.
The campaign was featured across digital 6 sheets, newspapers, digital adverts, in-store point of sale and through the voice channel.
It proved to be O2’s biggest and best performing Christmas promotion ever, delivering over 400k new customers and an average cinema saving of £300 per customer.