The campaign claimed four golds in total, with AIS also picking up golds for a separate campaign for O2 and its campaign for Skoda UK. Other big winners on the night included Partners Andrews Aldridge, which scooped five golds, and Elvis, CreatorMail and Arthur London who each claimed two golds.
O2 briefed AIS to bring the live experience of the England rugby team’s matches to customers who were unable to get tickets to the international fixtures. The campaign saw the creation of 40 ‘mini Twickenhams’ at cinemas across the country, which, for the first time, broadcast the England games in 3D. To create a suitable stadium atmosphere, fans were given free beer and flags to wave, with their viewing experience augmented by the use of expert commentary and 3D match graphics.
The campaign, which mimicked O2’s ongoing promotion of music events, was conceived to help transform its customers into fans of the brand. As well as generating £250,000 in ticket sales, the campaign resulted in more than 100,000 new consumers registering with O2’s Priority experiences website.
Rory Sutherland, vice-chair of Ogilvy Group UK, served as the chair of the 2010 DMA Awards Panel of Judges. Commenting on the Grand Prix winner, Sutherland said: “This was a worthy winner in so many ways. It’s very much a post-modern piece of direct marketing in that it incorporates the principles of direct marketing, while also incorporating elements from other disciplines. And it uses the new digital technology in the best way possible – in the service of an idea rather than as the source of it.
“You would be hard pressed to improve on this – unless of course the client had sponsored the Welsh national team, rather than that of our Saxon occupiers.”
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