When business as usual was no longer enough, O2 pressed reset, radically rethinking its business model to transform from a mobile operator into a digital services provider and extend into a rapidly developing market, while meeting the changing needs of its customers. O2 Business wanted to create a disruptive PR campaign to showcase how its latest digital products and services can help small businesses work faster, smarter and more productively – and prove how digital technology can help start-ups and small businesses thrive and grow.
The idea was to perform a ‘digital makeover’ on a small business within a much loved traditional British industry. O2 chose an ice cream van business with little digital usage. It provided the company with a bespoke suite of new technology, enabling it to prove first-hand the benefits of digital technology, crucial to the largely mobile workforce.
“The ‘digital makeover’ enabled us to prove first-hand how O2 Business is helping small businesses grow and thrive in an increasingly digital Britain"
Category name: Best public relations campaign
Programme name: Tony Fresko ice cream van – Digital makeover
Client: O2 Business, a Telefonica UK company
Agency: MBA
