Databank

Client: O2

Over 2m households in the UK are affected by Data Poverty, removing vital access to online services. O2 are passionate about connectivity and data inclusion, and were the co-founders of the National Databank, donating hundreds of thousands of Sim Cards to the scheme. In 2024 they decided to expand the Databank, turning all 300 of their retail stores into crucial access points for people in need.

Our brand awareness campaign delivered mass reach to a broad UK audience, with a particular focus on media channels that were inclusive to audiences suffering from Data Poverty. We expanded our reach to multicultural audiences with over 6,000 spots in community TV & Radio stations consumed by minority ethnic audiences. Community targeted OOH panels and a Global Radio partnership also delivered local-specific advertising, telling the story of Data Poverty and directing people to find their nearest O2 store. The campaign was an enormous success, increasing perceptions of Trust in O2 to 42%, and helping over 53,000 people connect to the Databank scheme (176% vs. Target).