Students rarely respond well to being told what to do. Our strategy was to seed the campaign with them and let them take it where they wanted.The idea was The O2 Unlimited Orgy of Fun – 4 weeks of challenges with weekly prizes, culminating in the chance to win massive end-of-term parties for your university.We combined 4 media from the new world and one from the old world with incredible effective:- Word Of Mouth. We recruited 250 student brand ambassadors and put the promotion of the event in their hands.- Social Media. We harnessed the power of facebook to stoke up rivalries between friends and universities- Experiential. From small events to all-university parties we brought people together to experience the O2 brand- Online. We had MPU’s and banners to help the promotion.- Outdoor. The campaign was backed by a heavyweight poster campaign at universities

Our 250 O2 Ambassadors generated a staggering 6,000 pieces of original promotional content.79,000 fans on facebook viewed competition videos 420,000 times.

10,000 responses to the challenges.Product awareness doubled from 21% to 43%. The metric “O2’s a brand for students’ rose from 54% to 71% overtaking Orange.And it sold product. 1 million SIMS have been dispatched making the Unlimited campaign our most successful to date.We shaped the product to customer need and let students find us and build the campaign for themselves. This was new media meeting old media and using word of mouth as the lead medium.