02 faced a dilema when it came to their stand alone mobile data product. Previously customers had used mobile data for their iPads and laptops when out and about - whereas nowadays they were jumping on to free wifi. How could we remind customers this product was still relevant? By showing them an imaginative way to use it. This email needed to be sent out to customers on different data caps - so we made one email, with a variable message that could be made relevant to their data spend. The more data they paid for, the more things they could do with it.