Launching O2 in Eastern Europe
The challenge
Czesky Telecom, Eurotel, Telefónica and O2 merged and became O2: the country’s biggest ever change in corporate identity with a £25million budget
The world’s first converged telecommunications company offering mobile, fixed and public phones, plus TV and internet services
To win hearts and minds – inside the company, as well as with customers
What we did
Supplied over 10,000 new ID cards for our people. And told them individually about the changes
Ran a TV and poster campaign and changed every bit of branding to O2
Produced more than 1.7 million point-of-sale materials for launch day
At the launch we:
sent over 1.7 million welcome text messages on day one, 1st September 2006
got over 3 million web views that day
welcomed more than 300,000 visitors to our shops in the first ten days
took over 45,000 calls on the new number, 800 02 02 02
The result
Within two months of the launch O2 had achieved 72% brand awareness
And the number of people considering our brand was higher than for both our predecessors