O2: The blue robot that transformed a telco’s fortunes

O2, a telco brand, reversed its downward sales trend in the UK by introducing a brand mascot, Bubl, to physically embody the O2 network.

Executive Summary

The telco industry was facing greater commoditisation than ever before. O2 found itself being squeezed in both directions - between the major networks with unique core benefits; and the value-led Mobile Virtual Network Operators (MVNOs), gaining in p