Gold – O2 Telefónica UK and Bauer Media: GoThinkBig – FREAKS wanted
Most innovative sponsorship activity
In 2012, in response to growing youth unemployment, O2 teamed up with Bauer Media to give young people a leg up the career ladder. They created GoThinkBig, to give as many people as possible an opportunity to access valuable work experience opportunities. 2014 was the year for GoThinkBig to excite young people about the opportunities of work experience and makeGoThinkBig famous. A high profile campaign offered 70 young people the chance to work with acclaimed music artists Nile Rodgers and Rudimental to remix disco classic, ‘Le Freak.’ A call-to-arms video was seeded, and with the two stars driving word of mouth it notched up 532,000 views in just 11 days. The programme also secured an astounding 20,000 work opportunities. One judge says, “Love the concept and execution, very inclusive with wide mix of channels leveraged.” PR content reached more than 32 million and 114 million OPS, O2’s biggest owned PR story in 2014.