O2 arranges audience of one for Tinie Tempah gig

O2 has employed rapper Tinie Tempah to perform a concert for just one fan, which will be shown in an ad as part of its 'Always thinking of you' campaign.

O2's 'flash exit' ad
O2's 'flash exit' ad

The concert 'turns the flash mob on its head', according to an O2 statement. Rival T-Mobile, part of the Everything Everywhere group, regularly uses flash mobs for its ad campaigns.

O2's concept instead uses the 'flash exit' to empty public spaces to leave just a single fan standing.

In this case, the fan is unsuspecting 21-year-old Katie Hobbs from Southampton, chosen through a competition run via Facebook.

During the concert, the other 'fans' retreat to leave Katie alone with Tinie Tempah, who directs the remainder of the concert at her.

The 60-second ad, filmed by documentary maker Phil Griffin, will screen in two spots - on Saturday during 'Britain's Got Talent' and Channel 4's 'Million Pound Drop Live'.

O2 created the ad with experiential agency Pd3, and launched a website, www.thinkingofkatie.co.uk, which will also show a behind-the-scenes documentary to support the campaign. The 'Always thinking of you' campaign launched in February.

Shadi Halliwell, head of brand at O2, said: "We're always thinking of our customers and go to extraordinary lengths to try and illustrate how valued they are in our eyes.

"In Katie's case, that meant arranging the smallest ever gig by the UK's hottest music star. She really did receive a unique experience and judging by her reaction, it seems to have worked."

Media was by ZenithOptimedia.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published