O2 Media delivers revenue boost for Fitness First
05 Jul 2011 12:00
Location based technology drives new members for Fitness First
O2 Media’s recent You Are Here campaign for Fitness First generated almost £400,000 in revenue for Fitness First.
Fitness First targeted O2 customers with location-based messages offering a free two-day pass and details of the nearest club. This resulted over 1,100 recipients signing up as new members of Fitness First on four month and 12 month contracts.
With average membership costing just under £300 per year, this uptake generated increased revenue around £400,000.
The best responding target audience was 18 to 35-year-old smart phone using single Londoners, who enjoy engaging through social media.
Shaun Gregory, Managing Director of O2 Media, said: “The evidence for using location-based marketing is really beginning to mount. These figures show that it is not only effective at targeting the right consumers at the right time, but also extremely effective at driving new revenue streams and huge ROI.”
You are Here uses ‘geo-fences’ which are set up around a particular location, in this case a Fitness First health club and gym. As soon as a target customer enters the area marked by the ‘geo fence’ they automatically receive a SMS or MMS with the offer. To redeem the offer, they simply show the message at the nearest Fitness First club.
Unlike other location-based services which require customers to log-in to retrieve deals and offers, O2’s You are Here service drives value and consideration for
brands by pushing messages to target, opted-in customers in specific areas. It is also completely handset agnostic meaning that any customer can benefit from the offer regardless of whether or not they have a smartphone.
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Telefónica UK Limited is a leading communications company for consumers and businesses in the UK, with 23 million mobile, fixed line and broadband customers as at 31 December 2011.
Telefónica UK Limited is part of Telefónica Europe plc, a business division of Telefónica S.A. which uses O2 as its commercial brand in the UK, Ireland, Slovakia, Germany and the Czech Republic, and has 58.1 million customers across these markets.
Telefónica UK employs around 11,000 people in the UK and has 450 retail stores.
Telefónica UK launched its sustainability plan for people and planet in February 2012. The company has announced that over the next three years, it intends to help one million young people develop new life skills and save 4 million tonnes of carbon emissions. See www.o2.co.uk/thinkbig/blueprint
O2 is the naming rights partner of The O2, the world-class entertainment venue.
O2’s UK 2G mobile network provides voice and data services which are available to 99% of the UK’s population.
O2’s UK 3G (HSPA+ 900 / 2100 MHz) network currently provides voice and high speed data services to over 84% of the UK population at speeds of up to 14.4Mbp and 21Mbps in major cities.
O2 was the first UK operator to deploy a 4G/LTE trial network which has demonstrated peak speeds of over 100Mbps to a mobile device.
Telefónica Europe also owns 50% of Tesco Mobile, which operates in the UK and Ireland, and 50% of Tchibo Mobilfunk in Germany.