To really standout, a compelling Buy One Get One Free promotion was employed. Traditional media wouldn’t cut through the Christmas clutter - we needed an original approach.The cards’ key benefit is they let you choose what you want – unlike many awful Christmas presents.To communicate this we parodied Christmas music by creating a novelty Christmas song sung by popular Australian musician Kamahl. The lyrics, set to the music of ‘Winter Wonderland’ featured Kamahl crooning about all the crappy gifts we get given and how buying a BigPond card lets people choose what they really want for Xmas.

Year on year sales results smashed all expectations. Week 1 was up 214%, week 2 468% and week 3 a massive 617%. November & December sales increased 158% and an incredible 288% in total. Due to the unique style and method of the promotion retailer participation was up 53%.Over 29,000 unique users went to the microsite, increasing online retail sales by 312% YOY. And to cap it all the song reached number 1 on the BigPond ringtone chart!