We made our connection through the branch stores, by distributing packages for the attention of the manager. These contained a flashy bottle of oxygen (O2) and an entry permit (a key fob with a personal code) in a foil bag. We invited the manager to take his most favoured assistants to the event: Have a 100% oxygen experience. To enable activation of the entry permit, we asked them to send us a text message with their mobile number. In no time, we obtained all their numbers. Exciting and inviting text messages were sent to ensure the attendance of the participants.

The objective: 2600 participants and 2250 attendants (= 45% of target audience).

The result: 3579 participants and 3248 attendants; 65%.

After the opening of the O2 world (with rooms where all the products were presented) the enthusiasm among shop assistants was enormous. A flood of thank you faxes, text messages and compliments marked the days that followed the event. Field Account Managers confirmed that the shop assistants were clearly more enthusiastic after the event, providing additional positive impulses for the selling process. Also, they reported the desired market awareness.