THE
MADNESS

HUSTLING HARD FOR CONNECTIONS

As a big brand discovering small players were profiting from the sims they were ordering online, O2 had a choice: stop them in their tracks or find a way to play them at their own game.

Client – O2
Campaign – Star trader

MADNESS

METHOD

The
Method

The Insight

2% of O2’s total PAYG connections were coming from students, independent shop owners and market traders. By encouraging this side-hustle in a more formal way, both parties could enjoy the added benefits.

The Solution

‘Star Trader’ – an invitation-only online club and support resource that provided entrepreneurial types a channel for ordering extra SIMS, a reward for every onward activation and a potentially significant income stream.

The Execution

A 100% self-service platform was created with fast-track ordering, £5 reward per activation, intelligent eCRM and the ability to track progress and income online. Key traders were identified and incentivised to target and train new recruits.

The Results

– Within 12 months of launch, Star Trader accounted for 20% of O2’s SIM distribution targets without any media spend.
– Became O2’s most profitable acquisition channel.
– IPM Awards and MAA Best Awards winner.