Neckermann generates new customers via O2 Active

Neckermann makes it possible and O2 can do: the mail-order company offered coupons to a total of 1.8 million customers through the O2 Active Portal and received a great deal of response.

Goal

To acquire new customers, a campaign with a Push activity was called for. The communication was to follow a co-branded approach, with the aim of increasing credibility on the part of recipients for a message clearly recognisable as originating with O2.

Communication

Following a target group description defined by Neckermann, a corresponding circle of customers was selected in the customer base of O2. Along with SMS, the group selected included recipients with a mobile device capable of receiving MMS.

In the middle of February 2007, a total of 1.8 million O2 customers received a Neckermann voucher valued at 10 euros at a specified day and time, with campaign activities also integrated on o2online.de and the O2 Active Portal. After the voucher code was received and entered on www.neckermann.de, the amount was automatically credited to the customer and subtracted from the Neckermann bill.

Response

The campaign left a lasting impression on the target group. The bulk of survey respondents were able to recall the promotion and also indicated having received the voucher.

Positive feedback also came through to O2 Customer Service, for example, with active inquiries from customers who due to their absence were unable to redeem the voucher in time. Customers even asked specifically that the activity be repeated.