The core creative was a blue neon sweet, which perfectly encompassed the idea of an O2 ‘treat’. Special billboards with huge neon wrapping set off this creative and to facilitate consumer interaction with the message, we turned special bus-shelter posters into giant sweet dispensers. Finally within press, a myriad of blue neon treats ran across double pages.

Take up was phenomenal. To December 2005, 5 million calls and nearly 2 million redemptions had been received. Post campaign tracking showed that O2 led the way in ‘recommendation’ and ‘brand I want to be seen with.’ Both aims of driving take-up and building loyalty to the brand had been achieved.