Details of “O2 Free-line advertising Product innovation”

CHALLENGE

Develop an idea that appeals to our younger target group, which switched to cheaper cell phone providers.

IDEA

We invented a completely new medium: the free-line advertising. If you opted in, people calling you would listen to a short 10-second radio spot, before being connected. O2 and you would split the ad revenue 50:50. So both sides win and our customers would earn or save money. Depending how you look at it. Enabling them to phone more.

RESULT

More ads in heads. Two thumbs up.