Campaign Media Awards 2013: Best IT and Consumer Durables Campaign

Campaign Media Awards 2013: Best IT and Consumer Durables Campaign

O2

The saying that "things get better in time" was given a twist in an online campaign to convince teenagers and twentysomethings of the rewards of sticking with an O2 pre-pay tariff.

ZenithOptimedia created The Future Timeline app to promote Pay & Go Go Go, which rewards customers with calls, texts and data bonuses the longer they stay with the network.

The app created "ideal futures" for people who interacted together, such as a date with a favourite celebrity, while flagging up Pay & Go Go Go rewards.

Content included "future news" video with the football pundit Ian Wright, who predicted transfers and sports results.

The result was a highly effective pay-per-click campaign with a click-through rate that was ten times the forecast target. For every share of the app, three additional unique visitors were gained.

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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