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CASE STUDY: O2 / Blackberry target students with new tariff

Provided by Campus Group
Campus Group assist in positioning Blackberry as being accessible to the student market through roadshow & product trial.

What was the Challenge / Background of the Campaign?

Blackberry has a reputation of being a business tool and was not popular among the student market. With the new accessibility via mobile to Facebook and the launch of the Blackberry Kickstart phone, it was time to change the perception that Blackberry was for business only. O2 provided a student tariff, including free minutes and text and free access to Facebook, email + Yahoo Messenger in an O2 Social Studies campaign that reinforced how Blackberry can keep students in touch with friends and also support their studies. Campaign took place across 35 universities nationwide.

What was the Campaign Objective?

- To promote Blackberry to students and bring a new audience to the handset. - To promote student tariff of £35/month exclusive to O2 customers with online incentives. - To demonstrate functionality with Blackberry as a tool for keeping in touch and doing work anywhere.

What was the Solution?

Student Brand Manager (SBM) activity and a roadshow to allow students the opportunity to trial a Blackberry handset. SBM activity included product awareness and pre-promotion of the roadshow through promotional distribution and social networking. Handsets were loaned out for a week to students. Distribution of leaflets to detail how Blackberry can be used in conjunction with uni life. Guerrilla posting of wall stickers posing questions, prompting students to look up the answer. 2 Roadshows consisting of a large bubble structure, 24 handsets for trial, giveaways and more.

What were the Results?

Blackberry users polled prior to activity rated 2% among students, increased to 4% post event. Awareness of Blackberry was up 37% after activity. 30 roadshows, 38 pieces of PR, 3,774 BB loans. Preference for BB handset increased by 17%. Students considering BB handset increased by 22%, consideration for BB contract sign up increased by 20%. Students who felt BB attributes as a tool for them increased by 10%. 57% who tried O2BB product range said opinion had improved. 61% of participants told at least two people, 7% told at least five people.

What were the Key Learnings of this Campaign?

When trying to introduce a new or existing product to the student market, it is essential that you speak with them on their level. The trust instilled in students on the loan programme gave a positive image of Blackberry to this market, and engaging with the product on such a personal level created a "gotta have" mentality. Relating the product to student life and speaking to them via online and peer to peer communication also thwarted the notion that this was simply another attempt to sell them a mobile.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsStudent market - 18-24year olds at university
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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