O2 FAVOURITE PLACE

A bit of a blast from the past, but this was the first-ever branded page on Facebook in the UK, and became a multi award-winning success for O2.

 

We needed to let young people know they could get free calls from their ‘favourite place’, which for most of our target audience would be their university. We tapped into the common rivalry between universities, and how proud students feel about their chosen one, and launched ‘The battle for the UK’s favourite university’ on Facebook, rewarding all interaction - banter, photos, videos. Students even thanked us for the campaign, as they'd met new people, found new venues and discovered new bands. 

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All targets were smashed. It was referred to as ‘sheer genius’ by industry figures and won lots of awards: 

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Campaign’s number 1 digital ad of the year

BIMA 2008, Social Media, Overall category winner

Campaign BIG Awards 2008 – Digital IT & Technology – Winner

Creative Circle 2008 – Best Social Networking

Silver, Eurobest 2008

One Show Interactive – Merit

Webby Awards – Viral marketing – Honoree

IMA Awards 2008 – Best use of viral marketing 

Ad of the week – Campaign magazine