o2 Telefónica set up a new tariff for a young target group - between the ages of 16 and 25. First we invented the tariff's name and product claim. Then we created an integrated campaign to communicate it at relevant touch points. To maximise the coverage, we also created the Nxt-O-Mat online competition - a user-engagement platform that was connected with the social web using the effects of word of mouth. With the campaign we generated significant growth in traffic - both on the o2 website and in o2 stores.