Use Barclays O2 sponsorship to raise awareness of Pingit. The solution was to carefully match the campaign to the right audience: tech-savvy, early adopters who are active socially. Justin Bieber’s run of sell-out dates at The O2 was perfect.
The Bieber audience ticked every box – but it was clear that sales messages would not connect on this occasion. With the audience in a happy, excited and open state of mind, the strategy was to add to their experience of the evening, forever connecting Pingit with memories of a great night out with friends – and boost downloads in the days following.