‘How do I make an O2 customer a hero in his or her community?’ is therefore the main task facing us.

Our mission was to create a community that would exist in both the virtual and real world. On the platform www.o2crew.de, O2 customers and their friends were able to join in so-called "crews", and experience unforgettable moments in the O2 venues all over Germany. An evening with a-ha? We made O2 customers into stars by enabling them to give away 1,100 places exclusively to their friends. A concert with Rihanna? We let O2 customers distribute 989 tickets among their circle of friends. Our O2 Crews were given VIP treatment at 350 events: cycle rickshaws provided a quick way of getting to the venues, the Blue Lane meant they could enter without having to queue and the O2 lounges offered the perfect surroundings for them to relax with their community.

The O2 Crews recieved more than 30,000 free tickets. The largest crew attracted over 2,000 members. More than 106,000 members registered on the platform and the site got around 110,000 hits and over a million page impressions each month. The O2 Crew was publicised using a traditional campaign, social media, guerrilla marketing, promotions, CR measures, PoS and via O2 World Media. The O2 Crew proved to be hugely successful as a customer loyalty programme; the migration rate among contract customers was reduced by 30% over a one-year period. At the same time, the attractiveness of the brand rose by 18%.