TCC is proud to announce that we have been shortlisted for an Innovation Award by Popai for our work on custom plans with O2 and Apple.
So, why was this entry award worthy?
Brands strive to demonstrate their customers are more than just ‘a number’. We celebrated this for the O2 Custom Plan and iPhone XS launch by devising hubs of personalisation which showed customers their unique qualities and elevated in-store experiences. 3D printing to bespoke-built creations, we even achieved some retail firsts!
The entry’s targeted retail environment
Core activity in 3 flagship stores, with supporting interactive screens and print media in 20 platinum stores. The challenge: to convert customers visiting these high-footfall locations to sign-up or pre-order the highly anticipated iPhone XS on an O2 Custom Plan.
The objectives behind the materials used and the manufacturing processes
3D-printed figurines created for customers for pre-order and 3D-printed chocolate for launch, both manufactured in-store, these ultimate personalised keepsakes proved to customers their individual value.
Pin-art walls provided ‘always on’ activation durable enough to run throughout the campaign. Each wall took 2 weeks to build, containing almost 1000 movable pins!
Interactive, customisable selfie-screens saw shoppers strike a pose, capturing their unique experiences in the platinum stores. Their photo designed just the way they want it.
Use of a mirror film on traditional print media enhanced the impactful design and allowed customers to view their reflection while learning about Custom Plans.
Our marketing objectives and how they were achieved
358 iPhones sold in activity stores on launch day (10% in the Oxford Street flagship alone). Plus, a 101% average increase in footfall on launch day vs. control stores.
The core of Custom Plans is that they put the customer in control. In-store activations that used state-of-the-art technologies accentuated the personalisation of the Custom Plan through real-time experiences. It’s a parity marketplace with limitations as to what you can do with the iPhone brand. We adopted a unique and brave approach through the technologies we utilised, to create an experience that no other network could provide, differentiating our iPhone offer.
The ‘As Individual As You Are’ campaign redefined in-store practice, by encouraging engaged participation in state-of-the-art technologies and creating exceptional, personalised and memorable experiences for customers. 3D printing had never been seen before in an O2 store (and quite possibly retail in general!) and customers were able to witness the entire manufacturing process of their mini figurines before their eyes. Every element of ideation accentuated the individual’s unique characteristics and dramatized the personalised tariff plan.
Written by Mike Carpenter
May 1, 2019