When challenged to increase brand awareness of O2’s “O2 Gurus”, careful analysis identified the richest media territories to reach out to O2 customers. A radio and interactive digital campaign was developed to target customers with low awareness of O2 Gurus in an attempt to spike overall brand prop awareness.
- +15% Proposition Awareness for primary target audience
- +7% Proposition Awareness for secondary target audience
- Best British Radio Ad June 2014 for “Rice” – Aerial Award