O2 has unveiled new marketing around its support of live music with an ad urging its members to #FollowTheRabbit.
The driving force of the campaign is the knowledge that people should break out from the binge watching and attend live experiences, particularly musical performances.
The work draws to attention the O2’s 19 Academy venues across the UK, and the O2 in London as its hosts of real music. Additionally, it nods towards the O2’s Priority Tickets scheme that allows O2 members to get tickets before the general public. To date, some 5m Priority Tickets have been sold. It harkens back to comments from O2 chief marketing officer, Nina Bibby who said the "the sector as a whole is not as loved as it needs to be".
The full two-minute ad will air during the Brit Awards on ITV at 8.45pm (21 February).
Topically the work is shot like a music ad, using Chemical Brothers’ EML Ritual track as a Blue Rabbit gathers the attention of the public. The Alice in Wonderland reference urges viewers to follow their own rabbit.
The full campaign will appear across Spotify, YouTube, video on demand and out of home spots across the UK. TV appearances will include Ant and Dec’s Saturday Night Takeaway and The Voice Battle 24 February as well as the Carabao Cup final on Sky Sports the following day.
Rachel Swift Brand Director and Head of Creative at O2, said: “Through The O2, 19 O2 Academy venues and access to thousands of Priority Tickets, O2 provides access to some of the best live music not only nationwide, but worldwide.
“Unlike other brands that encourage people to stay glued to a screen, O2 believes that everyone should be getting out and living in the moment. Nothing beats the emotional connection that comes from live music, and #FollowTheRabbit reminds our customers just how good it is.”
O2 unveils its first augmented reality Snapchat lens that is triggered by proximity. It will allow users to follow the rabbit. It has also doubled down on influencers and ‘super fans’, who will get front row access to select gigs.
Vote for the ad in The Drum's Creative Works.