Blue Mondays shortlisted at the BIMA Awards 2026
We’re very excited to share that Blue Mondays – O2 Priority has been shortlisted in the Brand Experience category at the BIMA Awards 2026.
Created with our friends at Priority from Virgin Media O2, Blue Mondays set out to tackle a simple challenge: how do you turn Monday, traditionally one of the least-loved days of the week, into something millions of customers actively look forward to?
Our role was to create the core destination – The Blue Mondays Experience within the Priority app, defining the strategy and logic, as well as building the interface, and gamification layers that could turn a weekly reward into a richer, more engaging and habit-forming digital experience.
Guided by a simple idea, your gateway into an unmissable week on Priority, the experience brings together instant-win games featuring major brand partners, headline prize draws and discovery across the wider Priority offering.
Rather than treating gaming as a one-off transaction, the ambition was to create a reason to come back every Monday. An experience that could build anticipation, encourage exploration and make Priority feel like a more valuable part of customers’ everyday lives.
The result has helped make Monday a high-traffic day in the Priority app, showing how a simple piece of utility can become a recurring brand behaviour when you combine reward, play and great digital experience.
We’re really pleased to see Blue Mondays make this year’s shortlist, and grateful to everyone across the team who helped bring it to life.
We’re looking forward to the awards ceremony in November, and wish everyone else shortlisted the very best of luck.
See the full BIMA Awards 2026 shortlist:
https://bima.co.uk/announcing-the-bima-awards-2026-shortlist/
Read more about Blue Mondays:
https://lbbonline.com/news/priority-from-o2-transforms-the-start-of-the-week-with-blue-mondays