O2 and BlackBerry approached us to help increase the consideration of the new O2 & BlackBerry tariff and handsets to a younger, consumer and student based audience. The intention was to shake off the BlackBerry stigma as a business phone and increase their share amongst traditional handset sales. Our brief also focused on improving both the O2 and BlackBerry brand perception scores with students.

Our strategy saw the creation of an engaging integrated experience to increase brand awareness of the new O2 BlackBerry tariff. By aligning a partnership with Play.com we were able to introduce a student specific tariff enabling benefits for our target audience. Our use of social studies as the creative platform developed a Student Brand Manager program that enabled students to trial the BlackBerry handsets and promote the campaign.

The events side of our strategy saw the running of an Outdoor Study Area that we toured to 30 selected universities to promote the tariff and handsets. Inside our bespoke O2 dome our target audience got to grips with everything the tariff and handset had to offer. An interactive microsite was also developed to drive online purchasing.

Through our approach we successfully engaged with 17, 845 students allowing unprecedented interaction with O2 BlackBerry. A further 284,800 students were reached through non-funded radio and print PR. As a result students were 26% more likely to purchase a contract with O2 and BlackBerry following our strategy and 57% of students have an improved opinion of O2 and BlackBerry after our campaign.