Opportunity
O2 Priority is a long-standing loyalty program with strong brand fame; however, it needed to re-engage audiences in order to drive increased app downloads and engagement among its customers.
Revitalizing an iconic loyalty program
Approach
Driving hype and cultural relevancy around O2, Priority’s offers were lacking. Our approach was to rethink the calendar of offers with a focus on experience punctuated by tentpole moments — perfect opportunities for Priority to permeate culture and drive awareness of the exclusive rewards available to O2 customers.
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Outcome
We launched Go — O2’s first experience-led loyalty campaign. The aim was to use Priority to inspire people to get off their sofas, get active, and explore the world around them, translating O2’s brand ethos to help customers feel more alive. During the 4-week campaign we negotiated partnerships with fame-driving brands to deliver COVID-safe, invite-only moments for Priority Customers, centered around four headline activations. To drive engagement throughout the campaign, we also created a comedic content series for the Priority app with a weekly drop aligned to each headline activity. Each episode saw roving presenter, Aurie Styla, try something he’d never done before. In week one, Go Explore, we live-streamed a talk with a National Geographic photographer and filmmaker. Week two’s Go Dine gave lucky customers the chance to win an exclusive Guinness-themed BBQ experience and overnight stay. To drive talk-ability beyond the Priority app, week three’s Go Green featured a living billboard in Shoreditch, accompanied by hundreds of posters made from wildflower seed paper which people could rip off, take home, and plant for themselves. For the final week, Go Spontaneous, we spearheaded a partnership with sober ravers Morning Gloryville, who offered Priority users a live-streamed virtual music festival featuring DJ Joe Goddard. Our Go Green billboard was widely covered across the Marketing Trade press and was named Campaign’s Ad of the Day, while our “Living Wall” tutorial became Priority’s best performing video ever.
Results
5
Thousand
new customers
1.86
Million
content views
989
Thousand
app engagements
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O2 | Priority Level Up
Hosting a next-level gaming tournament
T-Mobile | T-Mobile Tuesdays
Reinventing loyalty
Celebrating a French mainstay over 12 months
Opportunity
Intermarché is one of France’s most popular grocery store chains. So, when tms decided to create a year-long activation to celebrate their 50th anniversary, we knew it needed to be worthy of the special place the brand holds in French culture.
Approach
tms landed on a multi-activation strategy that would punctuate Intermarché’s calendar with a series of high-profile moments throughout the year to create a year-long customer engagement. Each activation was targeted at a slightly different audience and highlighted different brand partnerships, providing multiple ways to engage Intermarché’s diverse range of customers in every purchase channel — in store, online, and at the drive-thru.
Outcome
We created, organized, and implemented a series of 50 different games over a 50-week period. From in-store kiosks to the Intermarché dedicated app, each unique activation blended physical and digital experience. We wanted to ensure they were effortless to use. So, customers were able to swiftly scan their receipts at a kiosk after paying to find out if they had won. Throughout the year, we managed the whole operation, from legal regulation writing, to prize pool management with unforgettable gifts, including 50,000 euros to win every single day for a week, a brand-new car, and a private at-home cooking class with the chef, Thiery Marks.
Results
300
Million
customers played the game
150
Thousand
customer winners
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O2 | Priority Go
Revitalizing an iconic loyalty program
Ferrero | Happiness Festival
Uniting Ferrero’s most popular brands in one campaign
adidas | made Originals
Remixing the past to create the future
Hosting a next-level gaming tournament
Opportunity
In recent years, gaming has quietly become one of the UK’s favorite pastimes. As the nation’s number one network, O2 had a natural opportunity to engage in gaming, facilitating great moments for its Priority customers at a time when they needed it most.
Approach
tms wanted to be as inclusive as possible and attract customers of all gaming capabilities. We created an experience that appealed to both avid and casual gamers, while simultaneously creating a pool of rewards that appealed to all O2 audience segments.
Outcome
We developed “Level Up” — a campaign that appealed to esports enthusiasts and casual gamers alike with a diverse range of partners, tons of epic gaming experiences, and more invite-only moments than they could shake their controllers at. At the center, we brokered a deal with Belong Gaming Arenas to create a socially distanced gaming tournament called “The Level Up Showdown.” It featured two teams of the UK’s top gaming influencers captained by BBC Radio 1’s Chris Stark and former Inbetweener James Buckley, who went head-to-head in a gaming tournament featuring titles including Halo 3, Tekken 7, and Fall Guys. The tournament was streamed live on Priority and Twitch with customers who tuned in via the Priority app able to win over 400 prizes as the action unfurled.
Results
1.8
Million
views
1+
Million
engagements
77,150
Unique
Twitch stream views
7,000
New
customers to the app
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Solidifying Samsung Galaxy as the go-to brand for mobile gamers
O2 | Priority Level Up
Hosting a next-level gaming tournament
T-Mobile | T-Mobile Tuesdays
Reinventing loyalty
Harness the speed of X20
Opportunity
In a saturated market, it was time to break the mold and establish X20 as the fastest boot in the market for football creators.
Approach
Inspired by the speed of the X20 boot, we designed an experience centered around the idea of “ghosting”. The idea was that the boot’s unique Carbitex technology will help any player speed past (ghost) their opponents. It was essential we created a visually impactful experience that would both tell the product story and promote mass engagement.
Outcome
Multi-sensory installations across the whole adidas store highlighted the design, features, and materials of the X20 boot, demonstrating that when all are harnessed they create the speed that the X franchise is renowned for. tms created a central, show-stopping speed hub, which introduced the X20 and the benefits of Carbitex. It featured an interactive “ghost wall” offering consumers the chance to “see” ghost speed as they passed through the space. We also offered the opportunity for consumers to get their hands on with the boot and put their speed to the test on our custom X running track. A highly shareable installation inspired by Mo Salah’s hero creative offered a visualization of him “ghosting” defenders as he runs in his X20 boots.
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adidas | made Originals
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Establishing a grassroots CSR platform
Uniting Ferrero’s most popular brands in one campaign
Opportunity
tms wanted to showcase the collective power of the Ferrero Group’s brands over the summer of 2022. The campaign had to showcase Kinder, Tic Tac, Ferrero Rocher, Raffaello, Kinder Bueno, and Delichoc, as well as the new ice cream range for Ferrero Rocher.
Approach
To celebrate the first summer of true freedom for two years following COVID, tms created “The Happiness Festival.” This linked thematically to Nutella’s stand-alone campaign, “The Smile Movement,” and was a “colorful” celebration of joy that took place in-store over two months, showcasing each brand equally.
Outcome
tms designed the full creative identity and experiential concept. The campaign culminated in a festival-like, in-store experience that featured multiple stands that highlighted each of the group’s key brands. To maximize the customer engagement, we created an exclusive branded gift to win through a winner-per-store game: tic tac beach rackets.
Related Case Studies
Intermarché | 50th anniversary
Celebrating a French mainstay over 12 months
O2 | Priority Go
Revitalizing an iconic loyalty program
McDonald’s | Surprise Alarm
Bringing McDonald’s Breakfast to Asia
Offering bite-size entertainment within the McDonald’s app
Opportunity
February is the most challenging month to drive traffic at McDonald’s Australia locations. The brand needed to connect with customers directly and find a way to drive immediate traffic into restaurants through the MyMacca’s app.
Approach
To drive people into stores, we needed to get them engaging with the app. Our approach went beyond push notifications or advertisements. Instead, we designed a compelling experience that would excite customers and provide tangible reasons to head into stores. Inspired by the insight that over 17 million Australians are now gamers, we helped McDonald’s tap into this culture by providing customers with an opportunity to play games within the MyMacca’s app and win prizes.
Outcome
The result was Macca’s Mini Games, a hub of bite-sized entertainment which used gamification to give customers a reason to keep returning to the app. Customers had the chance to win iconic food offers every day, and our full-length mobile game, “Maccas Run” offered customers the chance to win cash prizes. This fully native in-app game integrated with McDonald’s tech stack technology, powered by tms’s own iWin gaming technology.
Results
17
Minutes
average time per session
73%
Users
returned to the experience
59%
Played
Macca’s run
38%
Redeemed
at least one food prize
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McDonald’s | Surprise Alarm
Bringing McDonald’s Breakfast to Asia
Samsung | Tribe
Solidifying Samsung Galaxy as the go-to brand for mobile gamers
T-Mobile | T-Mobile Tuesdays
Reinventing loyalty
Bringing McDonald’s Breakfast to Asia
Opportunity
McDonald’s Asia-wide National Breakfast Day campaign needed a digital component to boost breakfast sales across the region. Driven by the business goal to increase the breakfast business by 1% year-on-year, we tapped into the insight that most people hate mornings, but love them if there is something to look forward to. We created a promotion that was specifically designed to grow brand awareness and boost customer interaction every day.
Approach
Alarm clocks are enmeshed in our daily routines, with around 85% of people using one. However, they tend not to be thought of positively. We wanted to find a way for McDonald’s to become part of customers’ morning rituals but in a positive way. The McDonald’s Surprise alarm flips the negative connotations of an alarm clock on its head by giving customers something worth getting up for every day.
Outcome
tms created McDonald’s Surprise Alarm app, an alarm clock that delivers a fun surprise each morning. Users received McDonald’s food items, partner music tracks, entertainment, and more. From the strategy to the app build and even the language translations, we took the lead on bringing the customer experience to life. Our proprietary technology product iWin integrated with the app, empowering the prize distribution. Like a big roulette wheel in the cloud, it returned a secure, valid, and fair prize result in real time with each and every game play. With over 7.5 million app opens per day, the McDonald’s Surprise Alarm built brand affinity, increased visits, and drove incremental transactions in Singapore, Taiwan and Australia.
Results
7.5
Million
App opens
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McDonald’s | Trick. Treat. Win!
Boosting brand love with an exciting promotion