Pay Monthly phone customers used to upgrade like clockwork at the end of their contract. But these days, most are happy to stick with the phone they’ve already got.

And for O2, an out of contract customer is one that can leave at any time.

Research showed that for many O2 customers, the latest phones simply didn’t seem much better than their current ones. A few more megapixels or millimetres here or there, but no particularly compelling reasons why they should upgrade.

O2 already had a good retention programme in place, but this brief was to utilise this new channel – of email to a personalised video – to further increase engagement, re-signs, and reduce churn. To achieve it, we needed to get personal.

There are two points when customers are targeted: 3 months before their contract end date, and eligible to upgrade early, and at their contract end date.

The customer receives an email from O2, inviting them to watch their own personalised upgrade video, on their desktop, or – more usually – on their phone.