O2 Priority has proved indisputably, that rewarding and retaining your existing customers is a far more effective business model than chasing new ones. No surprise then that Vodafone launched its identikit VIP customer retention scheme whilst T-Mobile launched its own version, “Night In”.
So in 2010 we had to strengthen O2 Priority by brokering ‘money can’t buy’ deals that T-Mobile and Vodafone couldn’t match. T-Mobile will give you a couple of quid off your pizza, O2 will get you priority tickets to the hugely anticipated Gorillaz ‘Plastic Beach’ tour.
Such is the power of O2 Priority that we can broker deals with the music industry’s top acts at no charge. Gorillaz even featured in our advertising free of charge, their first ever collaboration with a commercial brand.
To further differentiate from its copycat competitors O2 Priority moved outside of music, gaining huge PR coverage for the first ever live 3D broadcast of a sports event in Europe, the Six Nations Rugby match between England and Wales. Broadcast in 40 cinemas nationwide, tickets were only available to O2 customers and sold out in 6 minutes.
In 2010, Priority had driven 12% of all new prepay connections, or to put it another way, enough new customers to fill The O2 eleven times. Priority has also driven record levels of consideration with Priority members now totaling 1.5 million. Recent econometric modeling estimates the lifetime value of the campaign will boost O2 profits by £639,000,000, a stunning ROI of 14 to 1.