The O2

Background

Through the re launch of the much maligned ‘Dome of Doom’ into the ‘world's most popular entertainment venue’ – The O2, we provide a blueprint for brands who desire a more modern take on sponsorship.

The O2 went right to the heart of the strategic issues facing the brand at the time – helping O2 to pull away from a market under threat of commoditisation, deliver a truly converged experience for their customers and helping to achieve the brand vision to be a top 5 loved brand by 2010.

The partnership O2 forged with AEG was so strong that O2 were able to influence the development of the venue from the start, making it an equity they ‘own’ rather than simply ‘badge’. Through an integrated campaign by VCCP, designed to communicate the Priority Ticketing privileges for O2 customers, and the £61m worth of PR that has been generated since launch, we demonstrate the brand and financial measures that have been impacted by the campaign in just 7 short months.

With a staggering 3.4million visitors to The O2, and 1 million customers having signed up for Priority Tickets, it’s not surprising that the effects on the brand have been so profound. Tracking data shows significantly higher consideration of the brand when aware of The O2 and even more so when it has been experienced.

Moreover, churn has significantly decreased amongst both pre pay (20%) and post pay (10%) customers, resulting in considerable financial gain for O2. Our payback calculation shows The O2 becoming a self-financing asset within just 4 months, looking to payback an ROI of 26:1 a year later, and over a 100:1 by the end of the ten year tenure O2 have invested in.