Case study: differentiating a brand through direct engagement

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers.

Case study: differentiating a brand through direct engagement

Carole Lowe and Jasmine Skee

Five years ago, a new telecoms brand was announced. Today it is the largest mobile brand in the UK, with over 18 million customers. Considering O2's short life, the damning expectations at launch and the incredible competition it has faced, this is no mean feat.