Across Press, Online, Radio and Mobile a new technique called content tagging was employed to pull data from a live feed of pre sale concert information, generating thousands of individual bespoke executions so fans always saw a message that was directly related to what they were looking at. Bespoke radio trails tagged at the end of a Priority artists song, dynamic online ads that automatically appeared next to relevant articles when gig dates were announced, offline text ads that appeared to be part of editorial about the band, a Shazam partnership that served you a bespoke message when you tagged an artist’s song. Our contextual approach delivered thousands of bespoke executions to millions of fans keeping our campaign as relevant and therefore as engaging as possible to the music fan experiencing it.

As a result of the Priority campaign, registrations for the service now top 1 million. Independent research has shown a 46% increase in awareness of PT driving an 18% increase in overall O2 network consideration. Econometrics have also proven that the Priority campaign has been the 3rd most effective O2 campaign, in terms of connections, of all time! This is without even mentioning a mobile phone or tariff.