Open your front door. The whole world is outside.
This was magnified through a number of channels, such as a specially designed Snapchat lens, which allowed users to follow a blue rabbit towards new live music experiences. A Snapchat ad then encouraged people to play with the lens and share their snaps.
To drive deeper relevance, YouTube, Spotify, display, social, VOD and retail signposted local O2 Academies.
The message was clear - enjoy life, love live music and follow the rabbit, because there really is no substitute for live: once it's gone, it's gone.
The message was clear - enjoy life, love live music and follow the rabbit.