The challenge:

How do you really know what your customers want? And then give it to them?

The solution:

O2 Priority was founded on the simple insight that customers want to feel that they’re a ‘priority’. We helped O2 to provide access to what their customers really love through powerful brand partnerships that delivered unique experiences and rewards.

Food and Drink: we offered Priority customers the chance to tuck into lunch for £1 every Monday at Boots, Domino’s, WHSmith Upper Crust, Caffè Ritazza and Pumpkin, as well as enjoying a free hot drink from Caffè Nero every week.

Entertainment: whether it’s beating the rush to snap up tickets to blockbuster movies or amazing gigs, receiving free popcorn at ODEON cinemas, getting early access to Made In Chelsea or picking up Call Of Duty Black Ops III content before anyone else, we made sure that Priority customers remained entertained all year round.

Shopping: partnering with brands like Dorothy Perkins, Boohoo, Halfords, WHSmith and offering great discounts and free prize draws, we were able to ensure Priority customers were never short of a fashion fix, bike service or latest read.

Sport: We offered Priority customers opportunities to see the England team play at the Rugby World Cup, win tickets to the ATP World Tour Finals, all the while receiving free British Military Fitness sessions and exclusive offers on Maxinutrition and Gilbert products.

Health and Beauty: through partnerships with The Body Shop and Rush, we provided discounts on a wide selection of luxury products and services, making sure customers could always rely on Priority to help them look their best.

Saying thank you with treats: We treated O2 customers to a sweet Valentine’s treat from Hotel Chocolat, as well as vouchers from M&S and Argos and targeted tiered rewards, to thank them for their loyalty when they needed it most.

The result:

O2 noticed a marked rise in customer satisfaction and advocacy that helped the brand to acquire millions of new customers, who spent more and stayed longer. And our strategic partnerships also saved O2 millions in lost customers.

“Priority Moments is a category-changing customer loyalty programme that’s anchored by extraordinary partners and an innovative approach to brand partnerships and rewarding customers.

“The team at Cherry are amazing - professional, focussed, and soothing. We see them as a vital resource to our own internal function and know we can rely on them 100%”

Sharon Reid, Priority Moments In-life Manager, O2


Cherry London
7-9 William Road
T:+44 (0)20 3111 0500