Over the last three years, the UK racked up an astonishing £1bn repair bill for cracked mobile phone screens. O2 listened and took a stand: making free screen repairs a core market proposition for the first time, anywhere, a big deal in telco land.
The timing of the campaign was consciously aimed to break immediately before the new iPhone launch. O2 were the only network offering t free repair with the new contract as part of its “Ooops” tariff. So this competitive advantage message deserved a big platform.