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O2 Dog & Bone

When O2 Refresh were looking for ways to connect with the Freshers audience, who were embarking on independence and keen to start making their own purchasing decisions, two territories had the potential to engage them beyond their student railcard offer: shopping and socialising.

We created ‘The Dog & Bone’, O2’s very own authentic railway pub touring major shopping centres across the UK on ‘student lock-in’ nights.

With tunes playing, drinks on tap, pub games and beer pong, beer mats offering exclusive student deals, and a massive feature wall to get a host of selfies across social media, we reached over 35,000 Freshers and drove them to the O2 store onsite.

Client: O2
Category: Telco, mobile, trade-in