Databank

Client: 02

O2 tackled the critical issue of Data Poverty affecting over 2 million households. This disproportionately impacts minority ethnic groups, young families, and the elderly. In 2024, with declining brand consideration and an urgent need to increase National Databank usage, O2 transformed its 300 stores into physical lifelines offering free connectivity via the National Databank.

Our inclusive media strategy prioritized reaching vulnerable audiences through trusted, accessible channels without tokenism. Allocating 66% of the budget to cost-free, mass-reach media- Linear TV, Radio, and Out-of-Home ensured 92% reach of lower-income C2DE groups. We introduced a Diversity Insight tool to strategically invest in multicultural community media, delivering over 6,000 targeted ads on 37 stations and leveraging authentic presenter-read content to enhance engagement.

The campaign’s hyper-local messaging “Help is closer than you think” drove over 53,000 people online- 176% above target, while improving brand trust and consideration across diverse communities. It achieved 49 million total reach, a 38% uplift in Databank awareness, and historic gains in multicultural audience engagement.

This initiative exemplifies how inclusive media can simultaneously advance social impact and commercial success.