O2 Launches Priority Campaign

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 Borrell (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 theO2 Blueroom.