Guiding O2's iPhone 6S launch


Recognising it’s harder to stand out in an increasingly competitive arena, O2’s strategic research question was: ‘How can O2 enhance its offering to customers around the next iPhone launch?’


ABA worked closely with the O2 Research Team to merge customer insight with business, brand and market intelligence to create a winning strategy. Multi-method research was combined with collaborative ideation and scenario-planning workshops involving 27 cross-functional stakeholders. Findings were unified into authoritative guidelines for action.


O2 was equipped with a full launch proposition plus contingency plans for various market scenarios. It successfully executed its September launch, meeting KPIs, and the project was shortlisted for the 2015 MRS award for Insight Management with AURA.