O2

O2 Extras boosted downloads and data revenues by offering targeted incentives to subscribers.

I helped define tone and values for the service, and wrote all key communications – mobile website content, membership and marketing messages – on a monthly basis.

Membership peaked at 1.2 million. O2 Extras lasted four years.

I also worked on O2 Top-up Surprises - the one with the ducks – from successful pitch  through to launch of  full-service customer loyalty and redemption initiative.