O2: Social Takeover: How O2 Made Businesses Sit Up And Listen

O2 wanted its voice heard in a crowded M2M marketplace.
But they had limited cash to make a splash.
Cue the complete ‘social takeover’ of the IoT Word Forum.

Immediate impact

Limited budget, short timescales and the need to make an impact in the crowded M2M marketplace. These were the challenges we helped address for O2 Connect, their branded M2M connectivity platform. How? With a simple, stand-out creative and socially driven campaign.

“Our goal was to ‘take over’ the social activity around the Internet of Things World Forum, a third-party event aimed at precisely the audience we needed to engage. To do that, we needed a creative solution that had instant impact and got people taking part.”

Simple, social, stand-out

The #MakeItWow campaign used cardboard cut-out photo frames to bring the hashtag of the event to life. Delegates were encouraged to take photos of everyday ‘things’ that they believed could be transformed by connecting them to both the Internet and other connected ‘things’.

A campaign was built around live social updates, competitions and a landing page with downloadable assets – supported by nurture communications to build and sustain interest.

Pipeline value of


the campaign budget


Twitter impressions (660% of target)


retweets (590% of target)s

Cut-through and follow-up

Crucially, we worked closely with the O2 Enterprise and O2 Connect sales teams to help them leverage the campaign activity for commercial gain. We developed materials to support tangible and relevant sales conversations with their customers and prospects.

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