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AEG Europe's The O2 is the most exciting music, entertainment and sport destination in Europe. An iKyp mini guide to the venue was used as part of the intense integrated launch campaign.

The iKyp was handed out at various locations across London (including 50 tube and rail stations) and given away with the Evening Standard newspaper.

The majority of the iKyps contained 'MagicSymbol' vouchers which revealed a selection of dining and entertainment discounts when held up in front of special cameras located at distribution points.

The client hoped for 5% of the vouchers to be redeemed at The O2 - an ambitious target versus the industry average of 1-3%. However, the iKyp generated a massive 7% redemption rate, 40% over the client's highest hopes.

"The iKyp mini guide worked perfectly with the multiple distribution channels used in the launch campaign. It was a really effective way of getting essential information into the hands of our target audience and enticing them to visit The O2."

Marketing Manager
AEG Europe