In 2017, with increasing apathy towards new phones, increasing competition from both new and old competitors, and the decreasing distinctiveness of some of its most treasured brand assets, O2 faced its toughest market conditions to date for selling the new iPhone.<\/div>\n
\u00a0<\/div>\n
They needed a new approach that didn\u2019t lean on the quality of new handsets, or on price alone to capture critically important iPhone customers.<\/div>\n
\u00a0<\/div>\n
So instead, we took a moment that telecoms companies had traditionally run away from – that moment of breaking your phone screen – and changed it into a positive for the customer with \u2018Oops\u2019, giving customers free screen replacements on the latest phones.<\/div>\n
\u00a0<\/div>\n
This fit perfectly with our research that showed people didn\u2019t necessarily want the latest phone, but they did want their phones to look and feel new for as long as possible.<\/div> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n
\n
\n\n<\/section><\/div>\n\n