O2: Discover Live

Dom Whitehurst

Telco O2 majored on its music-related credentials to target fans, drive awareness and grow brand love in the UK.

Campaign details

Brand: O2Brand owner: TelefonicaLead agencies: Havas Media, JumpContributing agencies: VCCP, Spotify (media owner)Market: United KingdomIndustries: Competitions and contests, Online display, Radio & audio, Websites & micrositesMedia channels: Telephone & internet servicesBudget: Up to 500k

Executive summary

O2 is joint leader in the UK mobile network category with EE. However, it is operating in an increasingly congested market and needed to amplify its distinctive brand proposition to maintain market share. It did this by focusing on the 'unforgettable experiences' that only O2 can provide...

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