To illustrate the point that Carphone now offer broadband, we did just that – by illustrating a keyboard in front of the store window. Combined with the shape of the shops, it gave an overall impression of a laptop, with the shop frontage becoming the screen, and the keyboard underneath. Window signage listed all of the product information, and made sure that the illustration kept its simplicity and was as impactful as possible. We employed the services of renowned street artist Carmel Said and did the drawings for real on pavements outside the stores. Such detailed illustrations took many man hours, so although we initially thought a two day illustration would be a handicap in terms of time, it actually worked brilliantly in becoming an event. Passers-by were enthralled by what was happening, some returning every half hour to chart the progress.

Every week, online auditions were selected to become idents and aired during the live X Factor show. The first three weeks received more than 3,000 auditions and over 114,000 votes!Consideration and leadership levels increased over the three months with preference for the brand strengthening significantly over the period.