Co-op partners O2 for location-based ad campaign

The Co-op has joined O2's proximity marketing scheme 'You Are Here' and will offer bottles of Dr Pepper to customers that visit one of its stores after being notified through their mobile phone.

Co-op signs up with O2 for location-based ad campaign
Co-op signs up with O2 for location-based ad campaign

O2 More, the division of O2 Media that operates its location-based function, passed 2m subscriptions in March, and has signed brands as diverse as Marks and Spencer and Adidas, offering discounts or offers to those close to a store.

The Co-op now has 3,000 stores and the offer will be sent out to people who have opted in and are within a half-mile radius of one of them.

Shaun Gregory, managing director of O2 Media, said: "People have been talking about location-based targeting for years. We've pioneered the capability, delivering a seamless solution across all handsets to opted-in customers who are active participants of our services.

"'You Are Here' is truly unique, primarily because it drives consideration and incremental value in a market where most 'browsing-based' solutions actually erode sales and essentially deliver offers to customers who have already made a purchase decision."

The scheme will be incorporated into cashless payment systems, which O2 and Orange will launch later this summer, and will allow O2 to link location to payments.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published