roadshow europe o2 - simon voysey

O2 Media

Simon Voysey

Creative Solutions

Campaigns in 2011

The Power of data

Segments

O2 Media uses data to deliver targeted messages though key

segments of Demographics, Behaviour and Location.

Who

What

Where

Who?

=

Demographics

ABC1’s

35yrs +

16-24 yrs

Families

ABC1's

18yrs+

16-34 yrs

18-30 yrs

Smart

Phones

Non Smart

Phones

iPhone &

Android iPhone

Over 50 yrs

25-44 yrs

What

=

Behavioural

Drivers

Globe Trotters Social

Influencers

Music

Fans

Gamblers

Sports

Fans Technology

SMB

Segment Sociables

Mums

Shoppers

Zone 1

Entertainment

Coming

in

Q1

Coming

in

Dec, ‘11

Where =

Proximity

You are Here - Right place, right time

Commuters

Local

Supermarkets Boots &

Superdrug

High St.

Shoppers

Supermarkets

Impulse Buys

Entertainment

Linking up the media schedule

Breakfast Commute Morning Lunchtime Afternoon Evening Bed time Journey home

Mobile Is Always On

Amplifies other media

Stella Summer Film Promo – outdoor

amplification

• We geo-fenced 1000

supermarkets throughout UK

• We delivered the pack-shot

and summer film promo offer

to O2 More (18+) customers

whilst in the buying mindset

and at the point of purchase

Lynx Excite – Innovative use of location targeting

•Targeting: Males 16 - 24

•Location: Superdrug and Tesco

5 A-side leagues

University & college campus

Victoria Station

You Are

Here

110k Unique messages

delivered

Over 2% CTR to Facebook

Lynx Research Findings

• 82% recall of message

• 89% associated brand slogan to

product

• Open ended question Lynx was

the most regularly purchase

deodorant amongst men 16 – 24

• 24% purchased the product, 18%

intended to

• 30% engaged either through

purchase or via Facebook

• High impact on non purchasers

with 34% having an increased

likelihood to visit a store and 23%

visiting Facebook Total base 1,654

Non purchase base 696

Landrover – targeting by environment

Landrover have

developed bespoke

creative and copy that is

relevant to each

environment

Messages and creative

are time targeted to

games, events, high

footfall periods of the day

for maximum impact

ESPN App launch

9% CTR

Over 100k football fans with an iPhone engaged

Click thru rate of over 9% to App download Objective

Engage passionate football fans to drive

ESPN goals app downloads on iPhone

Targeting

O2 customers who are iPhone customers

who have attended a Premiership match

this year or have told us that Football is

one of their interests. We identified cell

sites for each of the premier league

football grounds and then searched for

opted in customers who visited these sites

during first 2 games this season,

We then removed residents from this this

to ensure we were only targeting football

fans at the games

Jobsite - partnership

• Creation of a new recruitment

section on O2 Active

• Exclusive content

• Job search app with automated

messaging alerts for O2 Customers

• Messaging – bespoke audience

• Enterprise and SMB p’ship

Summary

• Our segments simplify the buying process

• We can also create bespoke audience segments

for brands and still deliver scale

• O2 Media can help plan campaigns for brands

which amplify the ATL and prove how these

channels work together

A wallet full of useful everyday products & services Wallet enables search, price comparison, easy purchase and offers from over 140 top retailers

It will also enable money transfers to friends, contactless payments & access to card Questions

Partnerships

Golden Gekko

• Mobilise your web presence

Aurasma

• Content creation

Ad-x

• App usage tracking

• Media owner relationships to assist planning teams

we can mobilise your web presence and

deliver it to an engaged audience