O2 Mall Partnership Research

Methodology Geofencing shopping malls with O2 advertising 3 waves of research (n=400 per wave) 3 groups per wave: High Frequency: 3+ visits (n=100) Low Frequency: 1-2 visits (n=100) Control Group: No mall visits (n=200)

End of campaign research June 6th – January 1st D6 advertising in 25 malls Priority Sim only Sim only / Like new Network /uSwitch Upgrade (names) Smart Home Simo Samsung S7 & Sony X iPhone 7 Mall specific Simo double data Christmas End of campaign research 6th June 29th Aug 21st Nov 26th Dec 9th Jan Wave 1 Wave 2 Wave 3 3 months 5 months 6 months

Overall Summary Branding: Campaign drove key metrics and maintained them across the 3 waves Brand perceptions increased over the period the advertising was up Creative Messaging: Each wave drove increases across different metrics based on the creatives Metrics driven further for those who visited malls more frequently

O2 Mall Partnership Research