Category: Best Use of Branded Content & Sponsorship
Advertiser: O2 TELEFONICA
Product/Service: TELECOM NETWORK PROVIDER
Media Agency: ZENITHOPTIMEDIA UK, London, UNITED KINGDOM
Branded Content Director: Neil Walker (Zenithoptimedia UK)
Client Planning Manager: Bob Conwell (Zenithoptimedia UK)
Account Director: Clare Greenhalgh (VCCP)
Account Director: Cameron Farrelly (PD3)
Project Manager: Leona Farquharson (YouTube)
Project Manager: Diana Stoessel (AIS)
Account Manager: Max Ward (Drum)
Executive Producer: Mike Kaufman (Mike Kaufman)
Media placement: TV - ITV, C4, FIVE, MCH - 10/12/2011
Media placement: Online - MSN, YouTube, Twitter - 28/12/2011
Media placement: Mobile - MSN - 28/12/2011
Media placement: Print - Guardian, Metro - 27/12/2011
Media placement: Search - Google - 10/12/2011
Media placement: Radio Partnership - XFM - 12/12/2011
Insights, Strategy & the Idea
This is how O2 (Telefonica), one of the UK’s largest Telecoms providers, engaged 1 million music fans with their powerful Priority message.
2012 marks O2’s tenth anniversary. And it’s a big year for the UK, with the Queen’s Diamond Jubilee and the London Olympics. So, O2 wanted to kick it off with a huge Priority experience.
O2 Priority is a service that offers customers concert tickets 48hrs before general release. All part of their commitment to putting customers first. We know that when a customer experiences a concert through Priority, it increases consideration for O2 by 30%.
We partnered with mega rock band, Kasabian, to play live at the world’s number 1 music venue, the O2 Arena, on the biggest night of the year, New Year’s Eve.
Here’s the clever bit. In a worldwide first we went a step further and streamed the concert LIVE from the Homepage of YouTube.
Creative Execution
YouTube’s Homepage is one of the most sought after media properties in the UK. Nowhere else could provide the music credentials or the scale that was so crucial.
Everyone hitting the YouTube Homepage on NYE saw Kasabian at The O2. The best band in Britain playing for you, directly in your living room, live in HD. You could even choose the angle you watched from.
As excited as we were, The LiveStream got unprecedented levels of editorial support from YouTube: we were the focus of YouTube’s Music Tuesday, mentioned editorially on the Homepage and featured in a promotional ticker that ran on every page of YouTube during the LiveStream, delivering an estimated £200,000 free media value.
Results and Effectiveness
- An unbelievable 1 million music fans watched the concert live on YouTube
- Over 36,000 hours of content were consumed
- We gained over 4,000 new followers on Twitter
Remember, when a customer experiences a concert through Priority, it leads to a staggering 30% increase in consideration.
In the words of YouTube’s Music Editor, Jamie Dolling, we have ‘set the benchmark for future music campaigns’.
And the icing on the cake? Rock music bible NME Magazine nominated O2 NYE:Rewired as the Music Moment of the year.