| Title | BT Cellnet & Big Brother 2 |
| Agency | PHD UK |
| Campaign | BT Cellnet & Big Brother 2 |
| Advertiser | British Telecom Cellnet |
| Brand | O2 |
| Posted | November 2002 |
| Business Sector | Personal Wireless Communication |
| Philosophy | How broadcast sponsorship became a business partnership and consumer brand experience BTCellnet's £4m sponsorship of Big Brother 2 communicated key brand messages and made the brand more familiar and relevant to the key 16-24 audiences. But Itit was a business partnership that went beyond broadcast sponsorship - and the brand's involvement madeand made a TV show into a 24/7 experience that consumers could participate in via their mobile phones. This generated incremental revenue for BTCellnet of £880,000, as well as over £10m media value from TV, and incalculable PR value from BTCellnet-branded editorial. |
| Media Type | Sponsoring |
| Length | |
| Market | United Kingdom |
| Creative Director | Tom Tagholm |
| Art Director | Tom Tagholm |
| Copywriter | Tom Tagholm |
| Director | Rob Coolan |
| Advertising Manager | Tim Sutton |
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