O2 Media is the commercial arm of O2 and was created in 2008 to handle all of O2′s advertising business – this includes offers such as O2 More, Priority Moments and location-based offering You Are Here.
As O2 Media solidified its offering and its management team Propeller was brought in to exponentially increase media coverage in the mobile and marketing trade press based on their company’s rapid growth.
The intended outcome was to sell O2 Media, its products and how they increase profit from any media plan to prospective clients and media agencies.
Because the brief was about quick media hits much of the campaign was based around turning up the volume with news articles around promotions, new client wins, such as Subway and M&S and, more importantly, publicising the results of successful campaigns, such as the Starbucks You Are Here.
Adding value came in the form of presenting Shaun Gregory, O2 Media’s MD at the time, as the preeminent thought leader in the industry by setting up regular conference placements and placing numerous thought leadership pieces in titles such as Campaign, Marketing and NMA.
Upon Shaun’s promotion to head of digital of Telefonica Propeller placed him in the Headliner slot in Campaign’s media section.
Another facet of promoting O2 Media is harnessing its huge amount of data and using it intelligently to push its key messages to its key influencers. As well as creating feature ideas, comment and thought leadership around this data Propeller created an infographic that was used as a selling tool for O2 Media as well as support for a story on data.
