To go about making the capital’s first 4G powered live gig famous, we secured the talents of international platinum album artist Plan B and promoted his 4G-powered gig like it was the biggest thing to ever hit the capital. In the build-up we ran pages in the ‘going out’ sections of London newspapers, gig guides, listings and music titles and became unavoidable with large format digital posters across the city.

To ramp up excitement in the preceding week we ran teaser video clips on YouTube and within impactful digital formats.

On the day of the gig we took over YouTube’s homepage and ran a domination of cult music website NME with a live countdown and then broadcasted Plan B’s performance across London within digital posters, YouTube, NME and bespoke ad units across Google’s network. Experiential staff allowed the public to rock out to the gig remotely on 4G branded headphones.

Our 4G-powered gig was the perfect demonstration of how O2 tapped the excitement around a live event to showcase that 4G was more than just fast, it connects you to the things you love, wherever you are. The exciting content we streamed had click through rates up to 50% higher than O2’s norms, driving a huge surge of traffic to O2’s site where they could find more about 4G tariffs. Within three months O2’s brand scores went up 48% for innovation, and 40% for the brand that offers innovative services. The campaign beat their 300,000 sales target by 29%.