29 March 2010

Congratulations to Channel 4, O2, ZenithOptimedia and The Outfit for winning a MEGA (MediaGuardian Innovation Award) for the launch category.

Load & Go was a bite-sized rom-com that ran in the centre break of Hollyoaks every day, with characters discussing plot lines and demonstrating benefits of O2's Load & Go card.

Recognised by viewers as entertainment in its own right, the soap within a soap got people talking, took them online to find out more and delivered brand and sales results for O2.

Judges said: "A great approach to this demographic."

Check out the case study now.

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