O2: Gig the change my life #UnforgettableGig
Havas came up with the #UnforgettableGig campaign for O2 to strengthen their credibility in music and demonstrate their commitment to putting on unforgettable live experiences. The campaign followed the re-launch of #FollowTheRabbit in February 2018.
Havas brokered a bespoke partnership between Channel 4 and Vivendi to access iconic music stars, including: Annie Mac, Jessie Ware, Maya Jama, Rudimental, Jamal Edwards and Liam Gallagher – who joined influencers, customers and fans to share highly personal, spine-tingling, and eye-opening accounts of ‘The Gig That Changed My Life’.
With content at its heart, targeted distribution included pre-rolls on YouTube, audio clips on Spotify, promotion across Facebook, Instagram and Twitter, while the featured artists also hosted content across their social profiles. O2 kept the conversation alive using the hashtag #UnforgettableGig, with influencers driving live music conversations and encouraging participation by sharing their own unforgettable gig memories and moments. A four-week partnership with Channel 4 allowed the content to air on linear TV and VOD.
In a unique first the campaign was devised, implemented and executed by Havas UK’s Team O2.