O2 Promo, Case study PRIORITY by ZenithOptimedia London

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency ZenithOptimedia London
Creative Director Darren Bailes
Released April 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: TELEFÓNICA O2 UK
Product/Service: O2 PRIORITY
Date of First Appearance: Apr 1 2010
Entry URL: http://www.O2blueroom.co.uk
Business Director: Hannah Lury (ZenithOptimedia)
Planning Manager: Nicola Davey (ZenithOptimedia)
Content Director: George Howard (Drum PHD)
Content Manager: Mark Rivers (Drum PHD)
Creative Director: Darren Bailes (VCCP)
Media placement: Radio Campaign - Various Radio Partnership - 01/04/2010
Media placement: Online - Various Online Partnerships - 01/04/2010
Media placement: Mobile - Various placements - 01/04/2010
Media placement: Print - Various Print Partnerships - 01/04/2010
Media placement: Search - Various placements - 01/04/2010

Insights, Strategy & the Idea
Priority Ticketing (PT) allows O2 customers access to gig tickets 48hrs before general release. Econometrics has proven that increases in awareness of PT directly impact brand consideration and sales. We also know that the ticketing message is most compelling when directly related to artists our customers love.
When O2 extended the offer from concerts at The O2 to multiple venues nationwide we were faced with a huge challenge: 100s of bands performing across 11 venues in 9 different cities! How could we deliver the most compelling message to the right music fan, at the right time while still creating a broadcast campaign to drive O2 consideration?
Our idea: Integrate into all places fans were finding out about their favourite music, to be the editorial. By delivering specific artist messages in editorial content about them on an unprecedented scale, we managed to deliver a highly personalised campaign on a mass scale.

Creative Execution
Across Press, Online, Radio and Mobile a new technique called content tagging was employed to pull data from a live feed of pre sale concert information, generating thousands of individual bespoke executions so fans always saw a message that was directly related to what they were looking at. Bespoke radio trails tagged at the end of a Priority artists song, dynamic online ads that automatically appeared next to relevant articles when gig dates were announced, offline text ads that appeared to be part of editorial about the band, a Shazam partnership that served you a bespoke message when you tagged an artist’s song. Our contextual approach delivered thousands of bespoke executions to millions of fans keeping our campaign as relevant and therefore as engaging as possible to the music fan experiencing it.

Results and Effectiveness
As a result of the Priority campaign, registrations for the service now top 1 million. Independent research has shown a 46% increase in awareness of PT driving an 18% increase in overall O2 network consideration. Econometrics have also proven that the Priority campaign has been the 3rd most effective O2 campaign, in terms of connections, of all time! This is without even mentioning a mobile phone or tariff.