Challenge
After the country was locked down for a second time in November 2020, it was our job to develop some measurable Christmas-themed activity to help O2 customers and store teams celebrate the magic of Christmas, as well as our return to store!
Solution
Capacity was capped and conversion rate was sky high. Our focus was no longer on driving footfall, but on capitalising on captive attention and building brand affinity.Our in-store experience had to take our proposition off the screens and into reality by rewarding customers for their loyalty. What We Did: So, we launched our Pass The Parcel promotion in all 5 O2 flagship stores: an interactive competition that gave customers the chance to unwrap a layer of magic on their own device for their chance to win a magical Christmas surprise, safely! GETTING STARTED In-store, animated countertop displays directed customers to enter our competition by scanning a QR code with their own device; there, they could literally unwrap a layer of our Pass The Parcel promotion with a swipe of their finger! SURPRISE & DELIGHT Lucky customers could either bag an on-the-spot of a Hotel Chocolat Hamper or they’d be entered into a draw for one lovely local hamper for each flagship location. SHARE THE MAGIC Once customers had their go, we gave them the chance to share the magic and pass the parcel to a friend too, creating a brilliant halo effect for our activation and increasing brand affinity. CRACKING THE CODE Our development team partnered up with our creative department to produce our completely responsive Pass The Parcel promotion…completely in-house! ONLINE Social media and Precision M content led with O2 trade messages followed by clear call to actions to store, ensuring we were only driving qualified footfall, leaving our in-store promotion to act as a surprise and delight to reward their loyalty. TAKEAWAY TREATS We even gave a lucky selection of O2 customers the chance to share the love with a goodie bag fit for two where every item could shared with someone they love.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.