Brand: O2 Agency: VCCP
O2's 'customer-first' attitude has helped the brand consistently innovate since its launch nearly a decade ago, and it has become a major player in the competitive mobile-phone-network market.
Since its transformation from BT Cellnet in 2002, everything from staff conferences to product positioning has been about putting the customer first. The approach has generated a stream of innovative ideas such as bolt-ons, the Pay & Go Wild tariff, and the free text and calls Happy Hour promotion.
After just two years of business, all the key business metrics had improved, including total revenue, average revenue per quarter and the number of new connections, with more than 1m per quarter.
To incentivise customers to stay with the network, in 2005 O2 rolled out its 'A world that revolves around you' campaign, visualising the customer as both the centre of their own network, and of O2's thinking. This activity was found to have prevented 1m disconnections between April and December 2005, as well as having encouraged people to join.
More recently, O2 has used its high-profile sponsorship of the former Millennium Dome and the Academy venues to good effect through its Priority loyalty scheme, which gives customers the chance to buy tickets 48 hours before they go on general sale, as well as fast-track entry at The O2.
Over the years, econometrics have repeatedly demonstrated the value to the brand delivered by the marketing communications, with an ROI of up to 80:1.
Judges praised the strength and depth of O2's record over the years, saying: 'The application of brand presence has been consistent, and the commercial performance outstanding.'
HIGHLY COMMENDED
McDonald's (agency: Leo Burnett)
After experiencing a period of stagnation, in 2006 McDonald's took the decision to overhaul its entire marketing strategy.
The fast-food chain created a promotional calendar that forms the backbone of its marketing plan; a three-tiered menu to satisfy a wider range of customer needs and budgets; and a 'high-street action plan' to deliver footfall-driving vouchers to the right people at relevant times.
This brought McDonald's back into growth, but to create greater brand affinity, it developed a framework of four major marketing objectives: its pillars of value, variety, favourites and trust.
The results have been remarkable, with McDonald's breaking sales records every year since 2007.
'The clarity of thought was outstanding,' said the judges.
Also shortlisted for Long-term marketing excellence: HSBC, World's local bank; Nintendo, Conquering the blue ocean; Sainsbury's, Marketing at the helm; Waitrose, 10 years of Waitrose marketing
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