O2 launches their Priority campaign communicating that at O2 customers are their priority. The execution, created by Vallance Carruthers Coleman Priest, VCCP follows the successful launch of The O2 last year. This year the focus is on the benefit for O2 customers – ‘Priority Tickets to The O2 48 hours before general release’.
Creative
Patrick Daughters of Blink Productions shot the TV execution inside The O2 from the POV of O2 customers being taken on priority journey backstage through The O2 ending up in the Arena at their priority seats. On this fantastical journey we encounter many weird and wonderful performers. The press and poster campaign heroes the word ‘priority’ in which the letter ‘I’ becomes a beautifully simple icon of a door symbolizing priority access enabled by O2 .
Media
This campaign has an innovative media strategy which kicks off with an internal launch and communication to their existing customers which includes a preview of the TV ad before launch. The TV launches on 6th November and runs for 4 weeks, followed by cinema. The campaign also includes outdoor, press, retail, and online, along with an innovative search campaign, online seeding amongst online music communities and a partnership with Channel 4.
VCCP creative team:
Jonny Parker & Nik Stewart
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For more information contact Julian Douglas at VCCP on 0207 592 7421 or email Juliand@vccp.com
