What’s the problem?
The problem with success is that it raises expectations.
'Priority', O2's loyalty programme, has been hugely successful in
turning customers into fans. It began by delivering great
experiences for music-loving customers at The O2 and O2 Academy
venues. Now O2 had great expectations that we could do
the same for its rugby-loving customers.
...what people value
England play a maximum of six competitive home games a year. And
those often sell out months in advance – so the
opportunity to share the experience
is very limited. The same format we used for the music lovers wouldn't work. There's also a popular misconception that all rugby fans are middle-aged ex public school boys. The O2 rugby-loving customer base proves that wrong. They are young adults, with little spare time or cash. They're also spread
evenly across the country. So, given they couldn't get to us for financial
and/or geographical reasons, we had to come to them.
The creative innovation
We brought them something that had never been done before: England rugby broadcast live in 3D at cinemas UK-wide. Not just the once either. Every England home game in the 2010 RBS 6 Nations was shown. There were expert commentaries, 3D match graphics and live replays. We dressed each cinema as a stadium. There was free beer too. We knew we'd got it right when England fans in cinemas across the UK stood up to sing the national anthem before kick-off. It was as good as, if not better than, being there. Rugby fans became O2 fans. Phew.