Christmas SIM Card
Virgin Media O2
Campaign Objective
To help address “data poverty” during the holidays by distributing free mobile data to those in need, while raising awareness of O2’s National Databank initiative.
Campaign Story
Virgin Media O2 launched a heartwarming Christmas campaign called “The Snowgran” featuring an elderly woman reconnected via free data. Central to the campaign, 300,000 special O2 Christmas SIM cards were produced with a snowflake-themed QR code. Scanning the QR led users to an O2 landing page where they could apply for a free 7GB data voucher (for themselves or to give away). The SIMs were available in stores and online, ensuring that those hit by the cost-of-living crisis could easily get connected at no cost over the festive period.
Execution
O2 pre-loaded one million GB of free data to give out via “Christmas SIM Cards”
SIM packs and O2 store posters featured a festive QR code design
Upon scanning, users filled a simple form to receive a unique data voucher code via text/email
The voucher provided 7GB free for any O2 Pay-as-you-Go SIM, redeemable instantly
O2 publicized the giveaway through a tear-jerking TV ad, PR partnerships with Good Things Foundation (databank charity), and local store events to reach offline audiences.
Campaign Success
Distributed ~250,000 free data vouchers (worth over 1 million GB) by New Year’s. O2 reported increased positive brand sentiment and footfall to stores in low-income areas during the campaign. The National Databank sign-ups grew substantially as well.
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