O2 is hailing the success of its location-based marketing scheme Priority Moments – which offers consumers discounts on a range of brands – by claiming it has saved users more than £5m since it launched last summer.
Priority Moments has provided users with more than 1,900 special offers across more than 230 brands, including the likes of Zizzi, House of Fraser, WH Smith and BHS. The operator said that almost 300 repeat users had accessed the scheme more than 1,000 times each.
Food is the most popular area of saving, with 48% of the value of redemptions made, followed by retail offers (26%) and leisure, including cinema and travel (25%).
In November, the company launched a £4m marketing campaign to support Christmas activity for the scheme, through VCCP and Archibald Ingall Stretton, featuring TV, outdoor, print and social media activity. The DM business has since been awarded to Lida.
The phone operator claims Priority Moments, launched July last year, represents an opportunity for partner brands, enabling them to reach O2 customers in a “relevant and highly effective manner”.
O2 marketing and consumer director Sally Cowdry said: “Over the past five months our customers have been able to take advantage of great offers from some of the country’s best loved and respected brands. That meant our 22 million customers could treat themselves all year round as well as their loved one this Christmas.”
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