In a nutshell:
To help launch O2’s tailored tariffs, Custom Plans, we created an activity to show exactly what makes every O2 customer special.
In August 2018, to coincide with the launch of the iPhone XS, we showed each O2 customer exactly what made them unique by creating intricate 3D print of their own faces…live in store!
Anyone and everyone was invited to take part in our one-off activation. After all, they were all different.
Customers that pre-ordered the device were given a solid O2 blue model of their own bust and everyone had a demo was given an edible chocolate version.
The challenge and our strategy:
O2 were launching their Custom Plans tariff and we were tasked with creating an experiential campaign to help promote, entice, engage and persuade potential customers. The activity would need to drive footfall into O2 shops, encourage customers to pre-order the iPhone XS and, be lots of fun!
O2 Custom plans lets users completely tailor their package to their individual needs. So, we wanted to show exactly what makes each and every customer special. This activation needed to celebrate distinction, difference and one-of-a-kind qualities with a memorable event that was just as individual.
For just over a month, we set out to make O2’s flagship shops hubs of individualism, celebrating both their Custom Plans and their customers’ unique qualities in one activation.
In the same way that Custom Plans were pushing the boundaries of tariffs, we knew our experiential had to push the boundaries of in-store activations, accentuating personalisation in real-time experiences.
We wanted to be brave in our use of technology, create an experience that no other network could provide at the time and prove what was possible during an in-store experience.
We all know the feeling of walking into a shop, let alone a phone shop, and just feeling like a number: in, out, done. It works, but it doesn’t make you feel special and it doesn’t allow for your quirks or your preferences. O2 Custom Plans is the complete opposite of that and so was our activation.
We created something completely unique. We gave O2 customers the chance to see themselves how O2 Custom Plans sees them; as unique individuals in the form of intricate 3D prints of their own faces…created live in store…right there and then.
Customers could have their faces scanned and watch their unique likeness be recreated in miniature form before their very eyes. Thanks to state-of-the-art 3D printing technology, customers who pre-ordered the iPhone XS were given solid models of their own busts, whilst those who participated in a demo were given an edible chocolate version. While they waited for their print, O2 ambassadors could let them know all about the benefits of the Custom Plans tariff.
We even created human-size pin-art walls to let customers really leave an impression. While the 3D printing stations were installed for launch weekend, the pin-art walls provided ‘always on’ activation, durable enough to run throughout the campaign,. Each wall contained almost 1000 movable pins and saw customers making their creative mark.
Personalisation didn’t stop there. We also added a mirror film to the device screens on our traditional print media touchpoints. This let customers see themselves in the poster, dramatising the individualised Custom Plans tariff.
Our challenge was to launch O2 Custom Plans in conjunction with the launch of the new iPhone XS, primarily leveraging experiential activity. However, networks are often too reliant on Apple’s marketing materials that are released to everyone, all at the same time. We saw this as an opportunity to differentiate O2 from all other networks that would all be doing exactly the same thing.
Our activation needed to be engaging, generate awareness and drive footfall into O2 shops. Once in store, our experiential had to communicate O2 Custom Plans in an innovative way to encourage consideration and purchase. The activity would be judged on an increase in footfall and engagement with the activity.
We, and the client, were thrilled to see to a massive 358 iPhone XS units sold in our activity stores, alongside a 101% average increase in footfall compared to control stores. What’s more, the Cribbs Causeway stores achieved a huge 504% more footfall versus its control store. And, best of all, 150 completely unique 3D prints were created for 150 completely unique customers.
“TCC’s creative thinking is best in class. This was a truly one-off activation and it surpassed all of our expectations. Well done team!”– Nic Banks, O2