Colouring Book

Background

Currently IT administrators and personnel alike spend hours trawling through mobile phone bills line by line with a highlighter pen, trying to break it down by individual, by department or into business and personal calls. However, O2 operate a free analyser tool that takes the chore out of this by automatically doing it for you. archibald ingall stretton’s job was to promote it.

Idea

To demonstrate the benefits of the service, an A4 booklet was created in a similar style to that of a colouring book with simple outline illustrations relevant to the tool’s benefits. The idea was that recipients now had nothing to do with their highlighter pens but colour in the book.

Results

Bill Analyser has achieved a 37% uplift of registered users since it launched - a 4% uplift from the mail pack alone and a 34% lift when combined with O2 account manager support.

Our Thoughts

This is an idea that may not do much for a 35-year-old creative director sitting in a jury room but if you’re the poor sod in an IT Department tasked with giving the boss a breakdown of the company phone bill, then it would make immediate sense to you. Hence the impressive results. I used to get a monthly report of the phone-calls each person in the department was making, which was amazingly revealing.