Brief
The brief was to launch the Millennium Dome as Europe’s leading state-of-the-art entertainment destination and be the greatest manifestation of the brand strategy, that O2 gives its customers better experiences by offering them priority tickets to events at The O2.
Solution
Taking its cues from the campaigns which have preceded it in 2007, the launch ad for The O2 mixes O2 brand assets with dramatic film and photography of London. We are taken on a journey past London landmarks and larger-than-life entertainment icons transposed into the cityscape, ending up at The O2.This was supported with a national press campaign including the first ever 3D press ad, a London/South East outdoor campaign including underground station takeovers, and the biggest taxi buy ever achieved by a brand (1 in 3 cabs in London are branded The O2).