One2One: How advertising affected a brand's stakeholders - IPA Effectiveness Awards Case Study 1998

Brief Description: Mercury's One2One mobile phone launch in 1993 was not a great success due to a poor offer and the strength of its competitor Orange, so there was a need to regain confidence in the brand. A creative idea of 'having a one-to-one' re-launched the product in 1996 using various TV executions. The result was a growth in brand awareness and in customers. Estimated responses to the campaign according to Econometric Modelling - extra £199.3 million revenue could be attributed to £36.7 million adspend ;---(TAGS)--- Full Title: One2many : how advertising affected a brand's stakeholders ; Number: 1998/16 ; Brand Name: One2One ; Client: One2One ; IPA_ProductCoding: Telecoms (Telecoms - mobile networks) ; Agency: BBH ; Author: Nick Barham ;