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Save the 1Day
The brief was to turn One Direction from X Factor runners-up, into the number one boy band in the world. So we created an interactive story-telling platform. A seven-week 24/7 escapade, on and offline, for fans to engage with. It started with a character called 1DCyberpunk. A 1D mega-fan who gets her paws on the band’s production laptop containing all the new songs, artwork, videos, etc. To win it back, fans faced 50 challenges in 50 days. Sending them running, clicking, snipping and dancing in order to Save The 1Day. The results were exceptional: 16 global twitter trends; 85,000 followers; 4.5 million video views. And 1DCyberpunk became huge online with a Klout score of 76, helping One Direction become the first British artists to have a number one debut album in the US. -
O2 Tutorials
Fans want to get closer to the bands they love. O2 wants to help. Fortunately, 'Kids in Glass Houses' were up for doing something a bit different. So they teamed up with us to create the first O2 Tutorial – giving bands a way to teach their fans how to play their music the way they play it. Working with PD3, we created an interactive YouTube video. Four tiny cameras located on, and around, the bands’ instruments offered fans a unique insight into both the drum and guitar parts of the new single, ‘Not In This World’. To play along with either part, fans simply download the tabs, hand-made by the band. And if they're struggling, they can use the ‘Break it down for me’ feature to really master it. -
O2 Fives
Our brief was to expand awareness of O2’s sponsorship of Arsenal. Our answer was O2 Fives. This gave football fans the chance to play at Emirates Stadium. Fans across the country like the way Arsenal play the game. So we wanted to find the most-liked five-a-side teams and reward them by hosting a tournament on the hallowed turf. We spread the word on Facebook, Twitter and YouTube. Teams had their own page on O2’s blueroom. The rest was down to them. Using social media, they promoted their page. And got friends to click ‘Like’. We also gave teams the chance to have their name advertised pitch-side. The results were remarkable. 560 teams entered. There were 817,000 unique page visits and 317,000 ‘Likes’. -
O2 Academy TV
O2 customers really love their music. So much so that we wanted to make the gigs they go to last longer. To do that we created O2 Academy TV. Helping fans do what they already do at gigs, but better. And allowing them get closer to their musical heroes. With ‘Fan Cam’, we mash together footage that people have shot with actual tracks recorded at the gig, creating a unique record of people’s favourite moments and songs. And ‘Shout Out’ booths at all O2 Academy venues mean that fans can leave their own video diaries which get uploaded to the channel. There’s plenty of exclusive footage too, including interviews and impromptu backstage performances. If you love your music, it’s paradise. -
Fabia vRS - Made of Meaner Stuff
In 2007 we launched the Skoda Fabia hatch under the banner ‘Full of Lovely Stuff’. For the new more powerful, racier, aggressively styled model, we flipped this on its head with an integrated digital campaign under the banner, ‘Made of Meaner Stuff’. And aimed it at the young media-savvy hot-hatch audience who love, and will pass onto their peers, genuinely original ideas and digital innovations. We developed a Facebook application which helped you find out, through your Facebook activity, whether you are ‘lovely’ or ‘mean’. And then gives your friends the opportunity to rate you. The meanest in the UK won the Fabia vRS; the loveliest, the standard Fabia model. The site further brings to life the ‘mean’ and ‘lovely’ sides of the Fabia and was supported by banner ads and a YouTube channel. -
Bang Babes Boob Hijack
In early 2010, CoppaFeel a young, vibrant breast cancer charity approached us to help spread their message that ‘cancer isn't fussy about age’ to young women across the country. We created ‘Boob Hijack’. Its mission: Hijack every single pair of boobs in Britain by stickering everyone from Lorraine Kelly to The Angel of the North. A major part of this campaign was hijacking a live televised sex line with the help of X Factor voice over guy, Peter Dickson. The video made a huge impact and reached well over 250,000 hits in its first week and is still being viewed on blogs across the world. Not bad for the price of a phone call. -
3D Rugby
It’s not often you get to create a world first. And in the process give 20,000 customers a VIP experience they’ll never forget. That’s precisely what we achieved by creating O2’s live 3D broadcasts of England’s 2010 Six Nations matches at Twickenham. Turning a telecommunications company into a sports broadcaster took just four weeks. We set up eight 3D cameras around the pitch at Twickenham, recruited forty cinemas around the UK to screen the event live, and we even hired our very own expert commentary team. The results were beyond anything the client or we expected. The cinemas were sold out to O2 customers. Which saw 10,000 fans enjoying a beer or three and singing, shouting and enjoying the unique experience and the impact of seeing rugby on the big screen for the first time in 3D. The PR we picked up was also huge. Twitter, the national press, mentions on national TV programmes and many other features, gave us an equivalent investment return of £2.4 million. -
Priority New Years Eve Competition
Priority, and O2 blueroom are all about giving amazing experiences exclusively to O2 customers. We wanted to develop a competition entry mechanic that would engage this O2 audience and give them an out-of-the ordinary experience. We proposed using an image-recognition system to 'virtually' hide NYE tickets in the real world – using the existing Priority adverts as the portal to the events. By taking a picture of a Priority advert and sending it to our shortcode as an MMS, or via an iPhone application, O2 customers could find out whether the advert hid a ticket to The O2. The result was revealed with a return image sent to the user showing their original photo, but now with fireworks exploding (if they won) or an Christmas scene (if they lost) revealed through the door on the Priority advert. The site gave video instructions on how to enter, a map showing where all the Priority adverts were and allowed users to redeem their winning images for tickets to Elton John, Hed Kandi and 2manyDJ’s. This was a first in advertising, using image recognition and on-the-spot processing technology to hide tickets 'virtually' in the real world. The buzz caused online was phenomenal, and we had over 4000 entries in two weeks. We also generated over 50k’s worth of free media as a result of press coverage and shared content on music and technology websites. -
Batak Duel
O2 asked archibald ingall stretton… to raise its profile as the official sponsor of the England Rugby team; create a consistent presence during the autumn rugby internationals at Twickenham; and deliver a real experience for the brand thought – ‘We’re better, connected’. We told O2 we had an idea for something a little bit special. But to do it, we would need the entire England Rugby squad, a film crew, and a couple of Batak machines. And the idea? Batak Duel. An interactive game to test and improve reaction times. And which, in this environment, pitted the average rugby fan against England's finest. Giving them a unique opportunity to challenge the England stars, and to see – once and for all – if they could do better. Online players had the chance to win a day with the team. Offline players – in the Twickenham blueroom – got a pie and a pint, and the chance to win seat upgrades(and, of course, bragging rights over their mates and the beaten England stars). The results so far: 55,000+ YouTube views; coverage across the globe; and a few embarrassed England players. Nothing new there then. -
Fill The Indigo
O2 asked archibald ingall stretton… to raise awareness of their music credentials and deliver a real experience for the brand thought - We’re better, connected. We took the Indigo2 venue - the live music venue next to the arena in The O2 which has recently witnessed show-stopping sets from the likes of Prince, Crowded House and the Manic Street Preachers - and the simple premise - if you can fill it, you can win it. Oh, and we flew in Moby, Anders Trentemoller and Mylo to DJ. This was the ultimate test of popularity and social networking skills. c -
New Blood 2008
D&AD asked archibald ingall stretton… to create an identity for New Blood 2008 and differentiate it from other graduating creative student shows. We were required to launch and support this identity with an integrated marketing campaign that focused on the show itself – not just the exhibitors – and keep it uppermost in creative directors’ minds to maximise their attendance. After many meetings and reviews, we all agreed on one simple idea. An idea that we executed online and across DM, press, ambient and at the exhibition itself. The campaign included the use of Google maps, Flickr, QR codes, real-time digital projections, viral, and YouTube content to name just a few. -
Staff Blaster
Our Christmas present to our clients was a site controlling an industrial snow machine, which they were able to operate remotely (from as far afield as Sydney) to punish any ais staff who arrived to work late (and hungover). -
Stare Out
O2 Stare Out: web cam-based game sees public lock eyes with top international rugby stars. To build support for the England Rugby Team, archibald ingall stretton… has developed a revolutionary campaign. The game, which is the first commercial game to use a webcam, challenges the public to a stare-out competition with three of England’s top stars: Josh Lewsey, Mike Tindall and Tom Rees. The contest requires participants to line up their eyes with their computers’ web cams, which then monitor the eyes for any sign of blinking. Geoff Gower, digital creative at archibald ingall stretton…, said: " The idea was to make the challenge feel as real as possible, and you really get a sense of that as you line your eyes up with the players. All three guys put a lot of effort into their performances on the day, and no one wanted to back down, which gave us some great footage.
AIS London

ais is a creative agency, with offices in London, New York, Madrid, Barcelona and Mexico City. Key clients include EDF Energy, ŠKODA, Sony BMG, AXA, Danon, The Economist, Arla Foods, Sony PlayStation, El Corte Ingles, Wilkinson and CoppaFeel!
We always start with the customer. And we always get them to do things. To act. To react. To stop and think. To buy.
Digital. Direct. Social. Below the line. Above the line. Through the line. Things that don't have a line. Stuff that has no name yet.
It's still marketing, but it's marketing people actually want.
We call it creative innovation that people value.
Follow ais London on twitter at: @aislondon
Follow ais London on YouTube at: www.youtube.com/user/aislondonwork



