O2: Striking the right note with brand extension
O2 undertook an imaginative brand extension into entertainment which increased customer loyalty and helped create the world's most popular music venue.
O2 wanted to give its brand a more tangible feel and build closer customer relationships in a market notorious for churn.
Although the decision to give its brand to what had been a national laughing stock — the Millennium Dome — was fraught with risk, partnering with a leading entertainment group made the venue world-famous for attracting big names.
More importantly, it enabled O2 to forge close bonds with its customers through a variety of customer benefits, including special areas for customers at the arena and priority booking.