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CASE STUDY O2 Wireless Festival Brand Experience -Consumer & VIP

Provided by Sledge Advertising
June 2006 saw the second year of the O2 Wireless Festival. Bigger, better, louder and longer - and across 2 sites this time!

What was the Challenge / Background of the Campaign?

June 2006 saw the second year of the increasingly famous O2 Wireless Festival. This year the event was, longer, bigger, better and across 2 locations - Hyde Park in London and Harewood House Estate in Leeds. The team at Sledge were briefed to once again bring the O2 Customer experience to life both in the main festival arena and throughout the VIP area. Various other brand experiences were going to be located within the Wireless Festival site, (including Superdrug, Motorola and Red Bull) but the O2 experience had to be the most effective and engaging experience on site.

What was the Campaign Objective?

Bring O2 to life at the heart of the O2 Wireless Festival, offering an exclusive area for O2 customers designed to reward themselves and a guest for their loyalty to the brand. The area must bring the brands music focus to life whilst at the same time encourage consumers to interact with their mobile phones and discover the possiblities that O2 offers. Concentrating on the quality and style of the brand, create an exclusive backstage VIP area that brings the O2 brand to life in a creative and effective way for the media savvy professionals that will attend this area.

What was the Solution?

Utilising the now famous ‘Bubble’ structure known last year as ‘The Blue Space’, we developed the format further for 2006 to create ‘The 4th Stage’. Accessed via a text message barcode mechanic and available only to O2 customers and guests, The 4th Stage offered comfortable tiered seating areas and deck chairs to relax, giving a fantastic view of the main stage and an exclusive enclosed live music arena and bar area.

What were the Results?

O2 Customers and VIP’s were truly treated to an unforgettable experience of the brand. The festival was a huge success, and O2 once again fortified their position as THE network provider for lovers of credible music and good times. Sledge’s 15 years experience in live events offered O2 the comfort of knowledge that one of the leading live brand experience agencies in the UK were producing their high profile activity. The client was impressed with the work at the Wireless Festival for the 2nd year running and Sledge continue to be the lead live agency across the UK for O2.

What were the Key Learnings of this Campaign?

A key element that make this brand experience so successful is the headline sponsorship by O2 and the additional pre event media activity. We believe that no standalone brand experience can be truly successful without embracing other forms of media, ensuring maximum exposure pre event and effective post event amplification. The 4th Stage was created within a unique structure and catered for only O2 customers and their guests, a bold decision to make that on reflection was a highly successful strategy that truly added value to the core consumers experience of the festival.

BudgetReach & FrequencyTarget AudienceMedia Used
£501k +O2 Customers attending the event and O2 VIP's.
16 - 24
25 - 34
Female
Male
AB
ABC1
MOBILE
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEEXPERIENTIAL
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