London holiday season: it’s gonna be cold, it’s gonna be grey (unless you identify as gray), and if you ask the dyed-in-the-wool, that feeling’s gonna last the rest of your life.

But when your brand’s logo is a famous orange dot and you’re all about helping people live happier, healthier lives — and you’ve got yourself a massive scape to spread a little jingle jangle all over Piccadilly Circus and Zone 1 — it’s time to see if you can take the Mickey Bliss out of Londoners in the most unexpected ways ever for a meditation app. So we did do that.

Impact:

Brand recognition grew from 6% to 33% in market

Increased signups by over 4x

Increased active daily users in market 42% over the subsequent three months