In a bid to retain UK customers in the pre-pay market – something notoriously difficult to do – O2 have launched their ‘Surprises’ campaign this week. Customers topping up are given a code which guarantees a prize when entered at the campaign’s online ‘hook a duck’ fairground-game themed site – prizes range from free texts messages to TVs, laptops and even race day and spa experiences.
Backed by a £5.5m promotional spend on television, print and online media, O2 are hoping to make their 11.8m pre-pay subscribers feel special… and it wouldn’t hurt if customers of other networks noticed they weren’t getting prizes for topping up either.
…and whilst I’m looking forward to seeing the water-filled bus-stop panels with real rubber ducks, intended to Ã¢â‚¬Ëœquack’ as people pass (we make our own fun ’round here), one of the most interesting aspects of this campaign is that it’s being powered by Italian-firm Buongiorno‘s web system – a company we made contact with recently after our trip to Rome (preview here, watch out for the full videos soon). We’ve fired them some questions over and will be publishing an introduction to this Italian power-house behind mobile entertainment projects in 53 countries and 100 network operators.