The challenge
Skywrite was asked to launch O2’s hero product of 2009 – the O2 Joggler. This product was aimed at families, an audience O2 had not previously targeted and so it was in danger of being perceived as lacking the authority to successfully market to them. The campaign needed to run over a 9-month period to effectively establish O2’s credentials in the family space, prior to the launch of the O2 Joggler. It then had to build on and sustain a thought leadership position following launch in the run up to Christmas.

What we did
Stage one
Skywrite commissioned a state of the nation Digital Families report looking at family attitudes towards technology in the home. The team worked with the Henley Centre and Mumsnet to produce the report and created a series of typographies that today’s digital families fit into. Skywrite worked closely with The Times to exclusively reveal research findings and be the first to trial the O2 Joggler. The statistics were then issued to the remaining UK national press to drive further coverage around launch.  

Stage two
As the O2 Joggler was a brand new concept, Skywrite recognised it was necessary to arrange in-depth face-to face demos to set the scene and explain the consumer need for the O2 Joggler. Skywrite targeted the consumer tech, online and family & home press as well as men’s and women’s lifestyle magazines and broadcast media. Following launch, Skywrite conducted a hard-working reviews programme to drive further coverage and consumer take-up of the O2 Joggler.

Stage three
Post-launch, once news of the new device had been covered by a wide range of media, Skywrite continued to drive coverage for the O2 Joggler by tapping into wider features in the national and lifestyle press around mums organising family life. The team organised a partnership with the family of Tom Daley, British World Champion diver, to use the O2 Joggler to help keep them organised in their daily routine. Tom Daley’s mum was offered to lifestyle media to discuss how she copes with Tom’s gruelling schedule and how she uses the O2 Joggler to keep track of all her family’s commitments.

What we got
Overall, the campaign generated more than 90 pieces of coverage with a PR value of over £1million. Prior to launch, The Times ran the O2 research and O2 Joggler as a double page spread in the newspaper, with a front page lead to the story. Skywrite secured 35 pieces of news coverage during launch including national coverage in the Daily Telegraph, Independent, BBC Online, The Mirror, Daily Mail and Daily Star and regional coverage in the Evening Standard, Daily Record and Metro. Following the launch, over 50 pieces of coverage inked in the UK media including The Times, Ideal Home, Time Out and the Daily Telegraph. The O2 Joggler was also featured on Something for the Weekend and BBC Click. Interviews with the Daley family appeared in the Daily Telegraph, The Times, The Express, The Sun and Woman magazine.