We were tasked with using Ed Sheeran’s Wembley Stadium gig to promote O2’s 48 hour advance Priority Tickets offering with a marketing objective of driving 75,000 new active Priority users, contributing to the overarching business objective of driving down churn.

Targeting O2 customers and consumers who had previously shown interest in music and Priority offers, we aimed to produce an integrated campaign creating never before seen Ed Sheeran content and generating excitement in the lead up to the tickets going on sale.

Ed’s rise to fame has been relatively quick and the Wembley shows will be a bold undertaking for one man with only his guitar and loop pedal as support. We knew his fans were fanatical and proud of his journey so we decided to base the campaign around his walk to fame -from his bedroom, playing Madison Square Gardens and breaking America all the way to Wembley stadium.

With only 4 weeks from brief to live date, we created an elaborate set to follow Ed’s journey in a one take advert. The idea was bought to life telling a story beyond TV through an immersive, cross platform digital experience where fans could unlock behind-the-scenes content and enter a competition to win prizes.

The campaign was a huge success achieving target app downloads, ticket sales and an extra date was even added to the offer as demand was so high.

With 4 weeks from brief to live date we created an elaborate set for our digital experience and one-take advert, following Ed’s journey through his musical career from his bedroom, through his local pub, Angel tube station, his first flight to the USA, recording studio, Madison Square Gardens and to Wembley stadium whilst Ed used his trademark loop pedal to create an exclusive version of his hit track, Don’t.

The digital walkthrough of our set allowed fans to explore Ed’s journey, unlock on-set interviews, exclusive behind-the-scenes content and a minigame allowing them to construct Ed’s track using hidden musical loops.

The campaign achieved target downloads of the priority app. Ticket sales targets were also met and an extra date was added to the offer as demand was so high. The digital experience had peaks of 7.6k visitors a day, 26k loops were found and almost 6k people signed up for the prize draw. The average dwell time for this was 4 minutes and 19.3% of users during the campaign period were returning users further showing high levels of engagement. Social mentions peaked on the day the tickets were released.