Posted: 19th May, 2010 By: MarkJ

Broadband and mobile provider O2 UK will launch a new £5m '
Niggles and Narks' TV, press and online advertising campaign on Friday 21st May. It aims to promote the operators new
Home Phone and fast broadband internet bundles by simultaneously attacking rivals for their "
mis-leading" cost, download speed and quality claims.
Sally Cowdry, O2's Marketing Director, said:
"At O2, our campaigns and propositions are grounded on the insight that we gain from customers. They have told us that they were not happy with their broadband experiences and felt they have been let down by companies failing to deliver on the promises they make on things like costs, connection speeds and customer support.
Of course no-one is perfect. However, at O2 we want to demonstrate that we have been listening to our customers. We already offer 24/7 UK technical support, great value Home Phone and Broadband packages and an honest speed checker. So I believe we are nobbling the niggles that customers most dislike."
O2 hopes the campaign will help to boost their share of the UK broadband market, especially after recent results highlighted a moderate slowdown in uptake (
here). The adverts will feature a bunch of weird looking creatures and definitions to explain them. Full details of their new Home Phone bundles can be found
HERE.
The company states that its strategy is primarily to question the legitimacy of claims by rival suppliers on the broadband speed they deliver to homes, though O2 freely admits to having some of their "
own broadband niggles"; this is most often seen on the BT based
Access package.
O2 claims they will "
stop using ... mis-leading terms" and "
hope other ISP’s will do the same". Specific reference is made to the use of "
up to" when advertising broadband service speeds, though it is not clear how they intend to tackle this. In addition O2 says it will "
engage in two way conversations with our customers" [ED: Radical stuff :cool: ].
Jokes aside. The 2010 uSwitch broadband customer satisfaction report rated O2 the overall winner after it came top in 10 out of 11 categories, with 92% of its customers being satisfied (
here). Likewise they also took 1st place in a recent J.D. Power and Associates 2010 ISP Customer Satisfaction survey (
here). In fact they've won lots of awards over the past few years.