Priority – Ed Sheeran

Ahead of his 2015 tour, O2 and Ed Sheeran teamed up to create a major new integrated Priority campaign, offering O2 customers Priority Tickets for the award-winning artist’s Wembley Stadium show, 48 hours ahead of general release.

Highlighting the star’s incredible journey to success, the spot follows Ed from his childhood bedroom all the way through to Madison Square Gardens, finally culminating in him walking on stage at the world-famous Wembley Stadium.

In conjunction with the ad, O2 gave fans the opportunity to access exclusive content through an online digital walkthrough. VCCP created an experiential audio-video responsive site, where users could explore the same continuous shot seen in the TVC, but this time in first person.

By unlocking the doors to the various key venues in Ed’s life, users were able to search for numerous pieces of hidden content, including exclusive imagery and interviews which offered a fascinating insight into the star’s career so far. Music loops were also hidden at each stage of the journey which, when unlocked, began building Ed’s hit single, “Don’t” and became the background music to the site.

Once all the hidden extras had been unlocked and the song completed, fans were then entered into a competition to win a VIP experience to Ed’s 2015 Wembley Stadium Tour, as well as the blue hoodie he wore in the TV ad.