The Details:

O2 Guru TV was launched in 2011 as a digital extension to O2’s O2 Guru customer service proposition. Initially launched as a customer self-serve channel, primarily through “How to” videos, over time the channel evolved into a more inspirational space with aspirations of becoming a digital thought leader. Our challenge was to not only help our customers with their everyday tech and O2 experience, but also to demonstrate the possibilities that tech enables and inspire them to take those steps. The case study below explains how we went about this journey and the impact that it had up until the end of 2014.

The Results:

“O2 Gurus have been a significant contributor to O2’s market leading churn over the last 5 years. And with Guru TV, we have been able to reach our evermore digitally engaged customers, not only when in store but whenever and wherever by providing help and inspiration online.” – Ronan Dunne – CEO O2 Telefónica UK

  • 31 million video views and counting*
  • Over 30,000 subscribers*
  • +6 points in CSI scores**
  • +32% in customer proposition awareness since launch**
  • Successful traffic driver for customer aquisition
  • Reduced cost to serve across service channels


  • Highly Commended Runner Up in “Content Marketing” – 2013 Marketing Society Awards for Excellence
  • Finalist in “Content Marketing” – 2013 Marketing Week Engage Awards


*   As of May 2016
** As of Aug 2015