‘Oops’: How O2’s iPhone success in 2017 was no accident

In 2017, O2 faced its toughest market conditions for selling the new iPhone yet - fewer people were buying new phones and the brand was facing both increasing competition and decreasing distinctiveness. With the iPhone 8 and X launches looming, the brand had nothing new to attract customers. O2 needed something would deliver an immediate effect and help meet aggressive sales targets before the end of the year. This paper tells the story of how a universal truth was used to develop and communicate a punchy new reason to get the iPhone from O2, rather than from anyone else. It estimates the revenue ROI was £10.39 and profit ROI £3.46 for every £1 invested.