Big Orange Storage specialise in space. They've got loads of it. So they give their space to other people who don't have enough space.And that's what these radio ads do. We demonstrate that Big Orange has space to spare by giving our ad space for the stuff that other people didn't have space for.

The promotion is a very simple idea, with a simple mechanism. It developed little from conception to implementation. The only changes along the way were design-based trials, after which we decided on a minimal ‘special delivery’ look and an intriguing ‘free sample’ sticker to entice people to investigate the package. A discount voucher rewarded people’s curiosity.

Calls to the main Big Orange hotline increased by 23% in the period following the promotion.