O2 10th Birthday Celebrations
Branded Experience
Key metric

Connected Experience Index Score [1]



Drum Event Award

Brand Activation as part of an integrated marketing campaign of the Year Winner


FRUKT/ Ice/ VCCP Kin/ LIDA/ M&C Saatchi

Connected Experience Index

Amplification score – 76 (#ranking: 7)

Sentiment Score – 78 (#ranking: 2)

Connected Experience Supercharge Index

Amplification supercharge score – 15% (#ranking: 8)

Sentiment supercharge score – 124% (#ranking: 2)

O2 turned their 10th birthday into a celebration of their fans, giving them a moment in the spotlight in an unforgettable live experience only O2 can offer.

Fans were immersed and welcomed into the full ‘O2’ experience through customer comms supported ticket competitions, the very first European Snapchat brand partnership and in-venue activations, in a fully integrated campaign that combined the physical with the digital.

To honour the landmark anniversary The O2 did what they do best, and invited some of the biggest stars to perform a landmark show, which included alt-J, Celine Dion, Ed Sheeran and Jamiroquai. But the real stars of the show were the fans. Welcomed by a vibrant and colourful marching band playing renditions of the top tracks from the artists performing.

Inside a ‘blue carpet’, complete with branded steps, gave fans their very own moment in the spotlight. Fans also had the opportunity to have their names displayed in lights on a giant screen outside the entrance. O2 customers also received personalised wifi triggered messages offering them exclusive discounts and upgrades.

Throughout the gigs fans could take part in The O2 Birthday Gift Box – a giant 6m x 6m installation which turned into a live-streamed game show, hosted by Vernon Kay. Fans, both present and online, could win VIP passes to the best shows of the year. They will then have in an unforgettable live their knowledge of The O2 put the test as part of a trivia round designed to supercharge their prize.