O2 pushes its ticketing service

Vallance Carruthers Coleman Priest has created a £6m campaign to promote 02’s priority ticketing service for gigs and events at entertainment venue The O2.

The TV ad is one continuous shot and is filmed as if a customer is walking through the doors of The 02, via the backstage areas to their seat. Behind the scenes, there are sports teams, bands and performers who might play at the venue, as well as a man in a space suit, a cowgirl and a pinball wizard.

It is the first time the mobile operator has promoted The O2 venue. The campaign aims to boost awareness of its priority ticketing service for phone customers, and promote it as a benefit of signing up to the network.

O2 marketing director Alistair Johnston says/ “Priority ticketing is a key differentiator for O2 and we can see a marked and measurable impact on brand preference for people who are aware of it.”

The campaign launches tomorrow (Thursday), and will run across TV, cinema, print and online.