Thursday 22 February 2018

O2 builds in extra rewards for loyal customers

MOBILE service provider O2 is refocusing its marketing with its "Priority" campaign.

The seven-figure strategy, which will be O2's focus for the rest of this year, has four aspects to it.

Priority Offers will give customers a smartphone on contracts of just six months, as well as free prepay phone upgrades; while Priority Moments replaces the O2 Treats business which offers discounts to O2 users for various events, meals and services, such as cinema tickets for €4 (a particular favourite of PostScript) and other special offers.

Priority Music and Priority Rugby, though, are probably the centrepieces. The music offer will allow O2 customers to get priority tickets for events at The O2 in Dublin up to 48 hours before they go on general release. There are also plans for priority queues, allowing customers into the venue before everyone else.

The rugby exclusives, which have in the past involved numerous tie-ins with the Irish team, will enable customers to get special access to training days with the team, and free calls and texts on match days.

Telefonica Ireland owns the O2 brand and its marketing director Jonnie Cahill says the campaign is aimed at "thanking" loyal customers.

"This campaign is overtly concentrating on our existing customers, something that may not have been the case in the past," said Mr Cahill.

"The 'churn' in the mobile industry is declining steadily, and where in the past you saw a lot of people switching from one provider to the other, now we are concentrating very much on retaining the clients we have.

"The market is competitive but we believe this campaign has something for everyone and we are very pleased with how it is going."

Tanguy moves up at MediaVest

MARC Tanguy has been promoted to senior client manager at MediaVest, where he will be responsible for media planning and strategic management for a number of key accounts.

His client portfolio includes Nissan, the Road Safety Authority, Betfair and Western Union. Marc joined MediaVest last year from MEC Ireland, where he held the position of account manager working with clients such as Colgate, Nintendo and JML. Prior to this, he was a divisional manager at Grafton Recruitment.

A graduate of BCFE, he has an honours degree in media management.

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