O2 Music

• A benchmark campaign targeted at youths and tastemakers (male & female 16-39) to create brand recognition in the music space via creation and exploitation of strategic partnerships

• The objective was to highlight and own the music space for O2, inform on the interactive capacity of O2 products and services (eg. SMS, MMS, DMP) and highlight O2 as a fresh thinking brand

• JCPR surrounded the brand with credible spokespeople to implicitly and explicitly endorse the brand within a music context and created key strategic partners to develop O2 showcases and content for DMP player and products and services

• 32 O2 showcases/ events took place across a wide music spectrum, including: 9 Capital Radio - Party In The Park pop events; a 13 date Viacom Britpack Tour; 3 gay showcases linking with QueerNation, Bump & Wildfruit; 3 Asian showcases linking with Shaanti, EDB and Club Asian; 3 urban showcases linking with Shystie, Basement Jaxx and Andrew Weatherall; Sponsorship of Nordoff Robbins Silver Clef lunch and 3 back to back Dazed & Confused Hero2Hero concerts

• Over 200 articles ran with an AVE of 600,000+(source: Durrants) and RoI vs Fee of 11.1. Circulation was over 60 million (source: Durrants/O2)