This week O2 launches a new £5 million animated ATL campaign aimed at directly engaging with UK broadband users. The Niggles and Narks campaign aims to recognise the frustrations of thousands of broadband users across the UK who struggle with poor customer service, hidden costs and slow connection speeds and highlight what O2 is doing to address them.
The multi-million pound integrated Niggles and Narks campaign, which launches on Friday (21 May), targets ABC1 25-44 year old broadband users and will use TV, cinema, print, online and direct marketing. In addition O2 will engage in two way conversations with our customers.
O2 have been working with VCCP to develop a series of characters that portray, what consumer research showed are, the niggles of broadband users in the UK. The animated creative has been designed by French illustrators, McBess and Simon. It brings to life a topic that is often viewed as dull and shows that O2 are determined to champion these issues on behalf of customers and are looking to deliver an end to end experience that addresses their concerns.
Sally Cowdry, O2 marketing director, said: “At O2, our campaigns and propositions are grounded on the insight that we gain from customers. They have told us that they were not happy with their broadband experiences and felt they have been let down by companies failing to deliver on the promises they make on things like costs, connection speeds and customer support.
“Of course no one is perfect. However, at O2 we want to demonstrate that we have been listening to our customers. We already offer 24/7 UK technical support, great value Home Phone and Broadband packages and an honest speed checker. So I believe we are nobbling the niggles that customers most dislike. It is by continuing to listen to our customers, through the ongoing conversations we will have, that we can make our award-winning home broadband an even better experience.”
The launch of the Niggles and Narks campaign builds on the successful launch of O2 Home Broadband in 2007 and more recently O2 Home Phone. O2’s Home Broadband recently came top in 10 of 11 categories in the uSwitch Broadband Customer Satisfaction Awards. O2 was also ranked highest in customer satisfaction, for the second year running, for both UK mobile and fixed broadband customers according to the J.D. Power and Associates UK Mobile and Fixed Broadband Studies 2010.
The campaign will aim to further boost O2’s share of the UK Broadband market and marks a significant step in O2’s strategy aimed at placing the company at the heart of the UK’s households.