Feature

Campaign Media Awards 2008: Best IT and Consumer Durables Campaign

WINNER
Title: O2 Orgy Of Fun
Media agency: ZenithOptimedia
Media planner: Hamid Habib
Client: O2
Brand: O2

O2 needed to catch up some ground from Orange when it came to targeting the student market, after its rival made a huge marketing investment backing the pre-pay unlimited tariff. As a result, research showed that 66 per cent of respondents said Orange was a brand for students compared with 54 per cent for O2. In order to win back some advantage and promote O2's unlimited tariff, the strategy of "The O2 Unlimited Orgy Of Fun" was devised, with the ultimate aim of getting students to switch networks, and get their friends to do so at the same time. The campaign aimed to talk to students collectively, in a bid to get them to adopt the tariff en masse. So a team of 250 brand ambassadors was hired to go forth and generate PR in their magazines, turn student union nights into Orgy evenings and create their own advertising. This was backed by Facebook activity running over a period of weeks. The result was a huge increase in awareness of the O2 tariff. This activity was about building a rapport over a period of weeks as opposed to a one-off sales promotion.

COMMENDATION
Title: Making The Carphone Warehouse X Factor Sponsorship Interactive
Media agency: CHI & Partners
Media director: Enyi Nwosu
Media planner: Enyi Nwosu
Creative agency: CHI & Partners
Creative director: Ewan Paterson
Account director: Katy Davis
Account planner: Neil Goodlad
Client: The Carphone Warehouse
Brand: The Carphone Warehouse
Marketing director: Tristia Clarke
Media/brand manager: Zoe Vafadari