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.

Priority Tickets are an exclusive benefit for O2 customers that gives them the ability to buy tickets for gigs and events across the UK, including all the gigs at The O2 and O2 Academy Venues, up to 48 hours before general release. Last year we launched a campaign to promote the benefits of Priority Ticketing for O2 customers. Through an integrated campaign we developed the 'This is Priority' campaign, featuring some of the hottest artists in the music world.  The ad aimed to bring to life the excitement and feeling of being at a live music experience by showing the artists on their walk from dressing room to stage.  It gave the audience an insight into a part of the live experience that they would never normally see and dramatized the feeling of the exclusive access they get to live gigs and events thanks to Priority Tickets from O2.

In what is a unique collaboration, we have also created a special version of O2's 'The Walk' ad with the Gorillaz.  The version of the ad includes both virtual characters and real life members of the band.