O2 Business A new look and narrative helped O2 Business become the UK’s most trusted ICT supplier

Drawing on the company’s consumer heritage helped O2 Business show it understands people’s needs at work – and generated £42m pipeline in the process.

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£300m

pipeline generated over a two year period

74%

conversion rate from awareness to consideration

2nd

in the rankings for brand perception, up from 7th

O2 Business is one of the market leaders in mobile, connectivity and hybrid working solutions.

Its existing brand wasn’t doing justice to its broad proposition suite, nor was it communicating the firm’s deep understanding of people’s needs at work. We rebranded the company and launched its first ever B2B brand campaign with press advertising, out of home, partnerships and live events.

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The challenge

The IT sector is full of suppliers using similar imagery and jargon. O2 Business needed to set itself apart from other vendors while also challenging perceptions of itself as ‘just a mobile provider’.

In the past, O2’s high-profile consumer arm had impacted on the credibility of the corporate IT offering. The firm needed to find a way to turn its association with individual consumers to its advantage.

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The strategy

Drawing on O2 Business' consumer heritage, the team devised the brand idea ‘We Get People’.

Photography was commissioned to show what people need from an ICT supplier, while messaging told their stories, in and out of work.

A multichannel campaign launched the new brand across London Underground digital billboards, poster sites at railway stations and on high streets, in press advertising, digital display, social media, video and events.

The team worked closely with both sales and marketing at O2 Business in designing and rolling out the campaign.

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The results

Brand tracking revealed that the new brand shot O2 Business from 7th to 2nd place in brand perception, and established the firm as the most trusted ICT supplier.

The campaign generated a 74% conversion rate from awareness to consideration, and £42m in pipeline from the initial four-month period. Over a two-year period, this increased to over £300m.

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Key deliverables

  • Rebrand

    Research, analysis, value proposition development, concepts and creative executions to completely rebrand O2 Business.

  • Launch campaign

    An integrated above-and below-the-line campaign to launch the new brand in key locations to a defined target audience.

The campaign in numbers

£300m

pipeline generated over a 2 year period

74%

conversion rate from awareness to consideration

2nd

in the rankings for brand perception, up from 7th

[This is] the best B2B ad I have seen in ages. Well done to the business marketing team.

Nina Bibby
Chief Marketing Officer, O2 UK