O2: Up at the O2

This case study describes a campaign by O2, the UK mobile phone network, which sought to capitalise on its sponsorship of the O2 Arena, the concert and sporting venue, during the London Olympics.

O2/Nuala Donnelly: Up at the O2

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Background

O2's sponsorship of the O2 is not just an experience, it's a chance to prove brand promises and let people experience what the brand stands for. It allows O2 to use the magic of live entertainment to build an emotional connection with customers and prospects.

However, after heavy investment, brand blackout during London 2012 created a problem for O2 – the venue was to be renamed 'The North Greenwich Arena' at a time when all eyes were on London.

With entertainment and experience at the heart of the brand, O2 wanted a...

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