Consolidation
Issue 21 | December 2011
Agency
Archibald Ingall Stretton
Creative Team
Creative Director: Matt Morley-Brown; Art Director: Leanne Holloway; Copywriter: Kieran Ainsworth
Production Team
Studio: Paul Grainger; Production Manager: Paul Tully; Senior Account Manager: Louise Priestley; Account Director: Sarah Tobin; Business Director: Melanie Hunter; Planner: Adele Meer
Other Credits
Williams Lea Print: Ross Glumart
Date
October 2011
Background
O2 wanted to increase the number of handsets taken out within the existing business customer base. Analysis showed there was a substantial pot of business accounts that had a lower than average number of phones on their account *. It was assumed, therefore, that these businesses had a mixture of phones on other networks too. As a result, a consolidation model was built to target to these customers.
The challenge was to encourage these customers to move all their phones to O2.
(*Average was based on a comparison with other businesses of similar size in the same sector.)
Idea
The problem was that SMB’s receive a lot of mail every day. A lot of it junk, or dull and boring. To get across the idea of saving costs and to get noticed, something out of the ordinary was required.
The idea was ‘A lighter bill’ – a mock O2 bill printed on 17gsm tissue paper.
It showed how moving to O2 meant getting lighter bills in every way. Copy was kept light as well, emphasising the potential cost savings while the tissue paper created stand-out and a quirkiness not usually seen in business communications.
Results
Results are still pending, as this campaign has only just finished deploying.
Our Thoughts
As I’ve said elsewhere in Directory, the DL envelope can be a tough place to discover new things. This example is a simple twist on the humble letter. The agency could have succumbed to far grander productions but stayed contained and relevant to the subject matter with an off-beat choice of paper stock.