Commended: Sky TV Broadband and Talk BSkyB
Sky’s entry into the TV, broadband and phone market cut customer confusion with the ‘triple play’ offer in the See Speak Surf campaign, which gained the company a 4.2% volume market share and £514m of additional revenue from new subscribers.
Winner: The O2 Arena
Telefonica O2 UK
Although a mobile phone is now also a multimedia device with broadband and TV streaming, the mobile market is no longer new and exciting. O2 elevated its brand by taking on the title sponsorship of the former Millennium Dome in partnership with AEG.
O2 designed the venue to reflect its brand by creating exclusive O2 customer spaces like the O2 lounge with blue lights, carpets and seats.
The O2 now boasts a 22,000-seat arena and a more intimate 2,000-seat hall named the IndigO2, a multiplex cinema and a major exhibition space. Jon Bon Jovi, The Rolling Stones, The Spice Girls, Take That, Barbra Streisand, Led Zeppelin and Prince have played in its short history to date.
The PR alone has been valued at £61m. By the end of 2008, O2 has calculated a return on investment of 26:1, and within five years, an ROI of 80:1.