As well as billboard domination and a number of media firsts (including branding the arrivals doors at Dublin airport), we installed astro-turf and sand bunkers in a fully-branded corridor at the airport and on the platform of the final station where passengers would alight for the K Club. We also used a grass-covered bus in Dublin city centre in the run up to event.

On every metric, the campaign was an overwhelming success, cementing O2’s status as major sponsor. More than three-quarters said seeing the advertising made O2 more appealing to them, and Millward Brown scored the campaign well above UK and Irish norms for recall and likeability.