1. www.TheLBMA.com

2. 22 Million O2 customers

3. 6.5m

4. We put the customer at the heart of our thinking
95% of all SMS messages are read within 3
minutes
Mobile Squared events page – September 2011
“I get 2 to 3 offers a week…
I actually want more”
91% of people said they were
positive about receiving 3rd
Ben,
party messages via O2 O2 More
Source: CSI Score Q3 2010

5. We put the customer at the heart of our thinking
95% of all SMS messages are read within 3
minutes
Mobile Squared events page – September 2011
“I get 2 to 3 offers a week…
I actually want more”
91% of people said they were
positive about receiving 3rd
Ben,
party messages via O2 O2 More
Source: CSI Score Q3 2010

6. Location messaging drives engagement
McDonalds used location based
messaging to encourage people to play
Monopoly Triple Play promotion
54% went to McDonald’s post receipt

7. Starbucks case study
• 14% redeemed the offer during the 3 month
period
• 93% recall of message.
23% said they • 1/3 said increased purchase intent
would redeem • 77% positive rating for O2 More
the offer

8. Summer Film Program
Geo-targeting around selected UK Asda, Tesco & Sainsbury's Supermarket stores, 18+
YAH Campaign

9. Marks and Spencer case study
Objective:
• M&S wanted to drive customers in store to
take up the 15% off clothing offer
Solution:
• O2 sent location based messages to
customers within ½ a mile of any M&S store,
providing the details of the offer and a code
to redeem the offer
• Customers were able to show the message
in store with the code, to redeem the offer
and staff at M&S were able to track
redemptions.

10. The Co-operative Food/Coca Cola case study
Objective:
• Co-op wanted to inform customers of where their nearest
store was and to drive customers in store to collect their
free product
• Coca Cola wanted to offer customers a free bottle of Dr
Pepper on request after receiving the message
Solution:
• O2 sent location based messages to customers within ½ a
mile of any Co-operative Food, providing the street
address of their nearest Co-op and details of the free gift.
• Customers were able to show their message in store to a
member of staff to collect their free bottle of Dr Pepper.

11. The Co-operative Food – Mars promotion
• Campaign start date - 14th September
• MMS / SMS sent to targeted audience:
Customers within 0.5 miles of a Co-op
Food store

12. House of Fraser case study
Objective:
• House of Fraser wanted to drive customers in
store to take up the £5 off £50 spend offer
Solution:
• O2 sent location based messages to customers
within ½ a mile of any House of Fraser store
providing the details of the offer and a code to
redeem the offer
• Customers were able to show the message in
store with the code, to redeem the offer and
staff at House of Fraser were able to track
redemptions.

13. L’Oreal/Superdrug case study
Objective:
• To drive customers into Superdrug stores and take up the L’Oreal,
two for one, offer
Solution:
• We sent an SMS to women aged 18 to 34 years old within 0.5
miles of a Superdrug with a Buy 1 get 1 free offer from L’Oreal
• Customers could go in store to redeem the offer without using any
redemption mechanic

14. Tesco case study – Location targeted
Objective:
• Tesco wanted to raise awareness of customers’ nearest
Catalogue Shop or Order and Collect Store and to drive
these customers in store to take up the offer of £5 off a
£50 spend
Solution:
• O2 looked up all customer postcodes and selected those
who lived within a 10 mile radius of one of the stores
• Customers were sent an SMS detailing the offer and the
street address of where their nearest store is