Over the winter period, O2 decided to take its support for the first national data bank in the UK up several notches. Focusing on those facing ‘data poverty’ and existing customers who favour an ethical business, they produced a Christmas card with 7GB of embedded data on it.
Some 300,000 ‘Christmas sim cards’ were produced containing a festive QR code that brought up an interactive map showing databank locations that enabled the recipient to request a voucher code or share the link.
To increase awareness, O2 produced a TV ad about Snowgran who had been made frosty by her isolation until a young neighbour gave her a Christmas card containing data. This ad was supported by further outdoor, social and audio campaigns and included Big issue vendors being offered free databank data.
The three month campaign saw O2 gift more than 193,000 GB of free data to those facing data poverty. Ensuring it became O2’s best performing campaign from a PR perspective, generating 510 pieces of media coverage across 31 national titles. It also gave O2 a 25% uplift in brand campaign ROI.
Vivek Rajkhowa 
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