O2 is to launch a new marketing campaign focusing on their perks programme and association with live events.
The campaign, titled #FollowTheRabbit features a blue rabbit and a narrator urging audiences to take part in ‘unforgettable live experiences’ in music, sport and entertainment.
The network is to use a range of channels including London Undergound, Snapchat lenses,TV spots, cinema adverts, in-store material and six foot tall giant blue rabbits.
O2 last week announced their renewed tenure as the Millennium Arena’s sponsor, while their England rugby sponsorship was also renewed six months ago, making it one of the longest running sport sponsorships.
Ian Cafferky, director of brand and marcomms at O2, said, Life doesn’t come with catch up and through our new campaign we want to demonstrate how everyone with O2 can have unforgettable live experiences. Building on our ‘More for you’ platform, #FollowTheRabbit taps into the natural curiosity that we all have to seek out and do new things.
‘Whether it’s watching comedy or sport at The O2, going to a gig at one of our 19 O2 Academy venues nationwide or getting access to exclusive tickets via Priority, O2 is uniquely placed to offer something for everyone. Follow the rabbit and experience the best night of the year.’
The new campaign continues O2’s habit for using our smaller mammalian family members to lead their advertisements, with their previous ‘Be More Dog’ campaign detailing the life of felines that act like canines.
Though traditionally O2 have been the only UK network to offer a rewards scheme, Three last month announced Wuntu, an app for their customers which tailors the rewards to suite the user’s preferences. In a not-so-subtle message to O2, Three’s announcement read, ‘Unlike existing reward programmes from other networks, Wuntu has a smart function that allows it to gradually cater the different rewards it offers to customers based on the way they have used the app in the past.’