O2 is launching a multi-million pound campaign to promote the benefits of Priority Ticketing for O2 customers. Following the success of last year’s campaign, O2 will again be going above-the-line to encourage customers to sign up for Priority Tickets alerts. Priority Tickets are an exclusive benefit for O2 customers that gives them the ability to buy tickets for gigs and events across the UK, including all the gigs at The O2 and O2 Academy Venues, up to 48hrs before general release.
The “This is Priority” campaign, developed by VCCP, features some of the hottest artists in the music world, including Johnny Borell (of Razorlight), Pixie Lott, Florence Welch (of Florence and the Machine), Tinchy Stryder, Madness and Tom Jones. Mid-way through the campaign it will feature a special surprise appearance by one of the world’s biggest rock acts. The ad aims to bring to life the excitement and feeling of being at a live music experience by showing these artists on their walk from dressing room to stage. It gives the audience an insight into a part of the live experience that they would never normally see, and dramatizes the feeling of the exclusive access they get to live gigs and events thanks to Priority Tickets from O2.
Sally Cowdry, Marketing Director at O2, commented “Our customers are our priority and we look to offer experiences that are unique and truly valued. Priority Ticketing is key to this strategy. We know how much our customers value the opportunity to get tickets for their favourite acts before anyone else – and because of this it’s an important driver for brand preference. This campaign aims to not only increase uptake amongst our existing customers, but also raise awareness with potential new customers.”
The 40” and 60” TV spots will be supported by outdoor, press, online, DM and retail.
The campaign was developed by VCCP with media buying by Zenith Optimedia, online creative by Agency Republic and below the line communications by AIS.
O2 customers can see all the priority experiences available to them on the O2 Blueroom (www.o2blueroom.co.uk).
- ENDS -
Project name: O2 Priority
Client: Ed Pellew
Brief: Communicate Priority Tickets for O2 customers
Creative agency: VCCP
Agency Producer: Olly Calverley
Creative Director: Darren Bailes
Copywriter: Veryan Prigg
Art director: Kieran Knight
Planner: Stuart Parkinson / Louisa Fielding
Media Agency: Zenith Optimedia
Media planner: Hannah Lury
Production Company: Partizan
Director: Saam Farahmand
Post-production: The Mill
Audio post-production: Wave
Exposure: TV,Outdoor, Press, Retail, Online, Retail, DM
- ENDS -
For further information please contact Michael Sugden, Managing Partner at VCCP on 020 7592 9331 or visit www.vccp.com
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK. VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Standard Life, Muller, Texaco, Jordan’s and COI. The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Launching The O2 now the world’s most popular entertainment venue
• Winnin the Muller Corner advertising account
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Launching the award winning Texaco ‘Hector’ Road Safety campaign
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
O2 contacts
O2 Press Office
m +00 (0)1753 565656
O2 press office: t +00 (0) 1753 565656
O2 news release can be accessed at our website: www.o2.co.uk/news
About O2
• Telefónica O2 UK Limited is a leading communications company for consumers and businesses in the UK, with 20.7 million mobile customers and 457,000 fixed broadband customers as at 30 June 2009.
• Telefónica O2 UK Limited is part of Telefónica Europe plc which is a business division of Telefónica S.A. and which owns O2 in the UK, Ireland, Slovakia, Germany and the Czech Republic, and has 46 million customers.
• In 2006 Telefónica Europe acquired Be*, the UK fixed broadband provider, and in October 2007 O2 launched its broadband service using the Be* network.
• O2 is the naming rights partner of The O2, the world-class entertainment venue.
• O2 was ranked highest in customer satisfaction for both UK mobile and fixed broadband customers according to the J.D. Power and Associates UK Mobile and Fixed Broadband Studies 2009..
• In February 2009 O2 became the first UK mobile operator to be officially certified with the Carbon Trust Standard in recognition of O2’s commitment to reduce its carbon footprint and the 15% reduction in energy consumption achieved over the past three years.
• O2 was launched on 1 May 2002 and now has more customers than any other UK mobile network.
• O2’s UK mobile network covers 99% of the UK’s population. O2’s 3G network covers over 80% of the UK population and is fully HSDPA-enabled, providing speeds of up to 3.6 Mbps for customers with an HSDPA-enabled device.
• Telefónica Europe also owns 50% of the Tesco Mobile and Tchibo Mobilfunk joint venture businesses in the UK and Germany.
• For further press information about O2 go to www.o2.co.uk/news
