Brand Owner: Telefonica
Lead Agency: Forward Media
Contributing Agency: VCCP
Country: United Kingdom
Industries: Telephone & internet services
Media Channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Radio, Search marketing, Social media, Sponsorship - event, property
Budget: 500k - 1 million
As an official partner of BRITs Week 2017, O2 intended to do more than simply badge the event and gain exposure. Using their association with music, O2 Academy venues and marketing clout, O2 mobilised people to use music as a force for good and in doing so, change as many lives as possible.
The campaign also pushed brand measures that made O2's customers feel valued, thus keeping them loyal for longer and reducing churn. 46% of people saw O2 as providing exclusive access to special experiences, which is more than 3 times the nearest competitor. A market-leading 28% agreed that O2 values and rewards their customers; almost double that of the telco in second place (Millward Brown).