This week, O2 launched a bold new Priority campaign: GO. The four-week campaign sees major headline activations across four key themes: Go Explore, Go Dine, Go Green and Go Spontaneous.
Developed by The Marketing Store London, the O2 campaign will run from the 27th July to the 23rd of August with exclusive rewards, prizes and content available to customers on the Priority app.
Timed to coincide with the easing of the UK lockdown, the campaign aims to drive excitement and adventure amongst O2 customers by inspiring them to explore different experiences, as well as the opportunity to make brand-new memories with family and friends.
In week one, Go Explore, we saw Priority exclusively stream a virtual talk with a National Geographic wildlife photographer and filmmaker. The aim was to launch a ‘call to action’ for Priority members to get out and explore, sharing photos of their adventures for a chance to win a one-on-one session with our host. It was supported by offers from National Geographic magazine and Canopy & Stars.
Week two’s Go Dine sees a partnership with ‘Guinness’ and ‘Experience This’ to offer lucky O2 customers an invite to an exclusive dining experience and overnight stay. Five winners will each bring three guests to Birch, where they will be hosted by Robin Gill and Guinness for an intimate ‘Flavour By Fire’ BBQ masterclass to learn techniques and taste everything from smoking and shellfish to brining and big cuts of meat—all paired with Guinness drinks.
In week three, Go Green will feature a plant-able billboard, highlighting the benefits of living life a little bit greener, using recycled posters. The posters are made from wildflower seed paper—making this a unique plant-able campaign—audiences are invited to rip off strips of the billboard to take home and plant for themselves. The aim is to encourage people to build on the connection to nature that many forged during lockdown, with gardening related rewards, a Living Wall tutorial with Meristem Design and prizes available in the app.
The final week, Go Spontaneous is spearheaded by a partnership with sober ravers Morning Gloryville who will offer Priority users a two-hour, multi-sensory wellness experience in the form of a live-streamed virtual music festival.
Kicking off with a fitness session, the festival will also include a ‘Back to Nature Rave’ to classic House and Tribal beats with a headline DJ set from Joe Goddard (Hot Chip) and culminating with a group ‘sound journey’.
To drive engagement throughout the campaign, we have also created a mini content series that will be housed on the Priority app with a weekly drop aligned to each headline activity. From a night in the wilderness, to making his own sustainable clothing, each episode sees roving presenter, Aurie Styla try something he’s never done before.
Hannah Partridge, Director of Portfolio and Client Development, The Marketing Store said:
“Our ambition is to use Priority to get people to put down their phones, get active and explore the world around them—a literal translation of feel more alive.”
Maya Murrell, Head of Priority and Rewards at O2 said:
“This campaign aims to help the nation to get back out there and reconnect with friends and family again. We’ve put together an exciting mix of partners and activations that will get our customers active in the great outdoors.”