SELLING PHONE PLANS WITH A CAT WHO THINKs HE’S A DOG WHO THINKS HE’S JOHN TRAVOLTA

O2 Refresh split your bill in two: airtime and phone. Once the phone was paid off, your bill halved automatically. A genuinely good deal that nobody could be bothered to understand.

So we didn’t explain it. We showed how it feels. Jonesy, O2’s ginger cat, struts through the West End to Stayin’ Alive like a feline John Travolta, because that’s what it’s like to stop paying for something you’ve already bought.

A 60-second national TVC, made at VCCP, part of a body of O2 work that grew market share by six points and beat Q3 sales targets by 15%.