CASE STUDY: O2 encourage and inspire young people to Think Big

Provided by Bauer Media
Providing a platform for young people to Think Big and help with youth projects in their local community.
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What was the Challenge / Background of the Campaign?

O2 wanted to encourage and inspire young people to Think Big to help with youth projects in their local community, looking at problems differently, and using technology to improve the world around them. O2 is the driving force behind Think Big because they believe in the power of young people and their ideas and want to give them a platform and a voice. So, our diverse portfolio of digital brands was the ideal fit to reach young listeners at key times of the day.

What was the Campaign Objective?

O2 wanted to encourage and inspire young people to Think Big to help with youth projects in their local community, looking at problems differently, and using technology to improve the world around them.

What was the Solution?

Activity across The Hits Radio and Smash Hits, supported with online activity & presenter involvement. First trails featuring the previous year's projects to were rotated to inspire and excite listeners about this year's competition & drive registrations online. Presenters community ideas were highlighted through live reads to generate a buzz. An extensive online campaign was launched across both stations websites, supported by the Hits iPhone app. An O2 Takeover Day for one day ran across all platforms and included a mixture of trails, sponsorship credits and live reads.

What were the Results?

This campaign was a huge success, over- delivering 22% against the target audience of 16-19 year olds. The click through rate was a massive 47% (industry average 0.05%) and in excess of 43,000 unique users visited the site, with over 1,500 listeners downloading the app. And all this was achieved in just 8 weeks.

What were the Key Learnings of this Campaign?

Our insight showed that Smash Hits was a perfect brand fit; its sound is energetic, upbeat and feel-good. Similarly the Hits Radio focuses on the social lives of 15-34s and embraces the excitement and dynamism of living in the UK today. By addressing the target audience using content that shows that anti-social behavior can be stopped in its tracks through Think Big it highlighted young people in a positive way to both themselves and other generations - inspiring them to Think Big.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOver- delivering 22% against the target audience of 16-19's
16 - 24Both
ABC1
C2
Students
ONLINE
RADIO / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSCSR/COMMUNITY
EXPERIENTIAL
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