Title | BT Cellnet & Big Brother 2 |
Agency | PHD UK |
Campaign | BT Cellnet & Big Brother 2 |
Advertiser | British Telecom Cellnet |
Brand | O2 |
Posted | November 2002 |
Business Sector | Personal Wireless Communication |
Philosophy | How broadcast sponsorship became a business partnership and consumer brand experience BTCellnet's £4m sponsorship of Big Brother 2 communicated key brand messages and made the brand more familiar and relevant to the key 16-24 audiences. But Itit was a business partnership that went beyond broadcast sponsorship - and the brand's involvement madeand made a TV show into a 24/7 experience that consumers could participate in via their mobile phones. This generated incremental revenue for BTCellnet of £880,000, as well as over £10m media value from TV, and incalculable PR value from BTCellnet-branded editorial. |
Media Type | Sponsoring |
Length | |
Market | United Kingdom |
Creative Director | Tom Tagholm |
Art Director | Tom Tagholm |
Copywriter | Tom Tagholm |
Director | Rob Coolan |
Advertising Manager | Tim Sutton |