The ultimate reward? See P!nk in concert!A signed copy of her album? Sweet.

Face-to-Face. With P!nk. A fantastic reward for being with Optus.Throwing out the rule book to drive awareness of the Optus/Pink association sparked innovation with several stunning media firsts and four offerings of fresh content and amazing rewards:Channel P!nk: Hijacked Australia’s most popular TV channel – Channel V – for an entire day and coloured it P!nk. Optus-only ads, online and on-air channel branding, promotional spots, e-cards and newsletters coincided with P!nk’s first Sydney show.

P!nk Day: Optus and P!ink on-air and homepage branding on the highest-rated radio network, The Today Network.

P!nk Radio: Custom created digital radio station playing P!nk’s favorite music. P!nk TV: 2-hour primetime show across Australia on 40 stations included P!nk music clips, exclusive footage (with husband Carey Hart) and ticket giveaways. Branding ran throughout the show and three-weeks prior.

We rocked with P!nk! At 14%, it was the strongest association across all Optus properties, second only to Telstra’s 20+ year broadcast of the National Rugby League.• 95% unprompted brand awareness (18-24s) – the highest in Optus history• 77% viewed P!NK and OPTUS as a good fit• 62% of microsite visitors plan to choose Optus• 151,829 video views• 13,000 ring-tones and full-tracks downloaded• 53,679 SMS/online entries received• 48,823 unique visitors to P!NK radio, averaging 40mins/visit• Activation rose 2%• Huge drop in churn of 30%• Added value $2,594,277 with ROI 1.66:11