O2 Eid #SweetGreets Campaign Wins Bronze At IPM Awards

11th June 2014

A promotion created by Blue Chip on behalf of O2 has taken Bronze in the ‘Small Budget Campaigns’ category at the IPM awards.

O2 Eid #SweetGreets was created to start a meaningful relationship with a community that can often feel ignored by mainstream brands.

The campaign invited the audience to visit a promotional microsite for the chance to send a personalized Eid greeting to a loved one via Twitter or Facebook.

To encourage sign-ups, anyone doing so was exposed to marketing messages highlighting that all O2 customers could also claim 15% off sweets at Ambalafoods.com – one of the most prestigious Asian confectionery and savoury brands in the world.

“Eid al-Fitr (the feast of breaking the fast) is the biggest event in the Muslim calendar and traditionally Muslims give confectionery to mark the end of Ramadan,” says Account Director Katie Palmer. “By leveraging this occasion to create real disruption in the category, we managed to capture the imagination of prospective customers – and ultimately win this award.”

The accolade was revealed at the IPM Award ceremony which took place in London last night. The award celebrates ‘the most effective promotion by any industry sector involving a total budget of less than £30,000’ and is one in a long line of IPM award wins for Blue Chip.