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.