Author: Andrew Perkins, VCCP
Contributing authors: Nick Milne, VCCP; Louise Cook, Holmes & Cook; Paul Feldwick, Paul Feldwick
Credited companies - Creative agencies: VCCP, pd3; digital agency: Agency Republic; direct marketing agency: Archibald Ingall Stretton; media agency: ZenithOptimedia
Media used: Ambient, direct marketing, interactive, mobile/apps, newspapers, online display, outdoor/poster, PR, sponsorship, TV, website/microsite
IN A NUTSHELL
The O2 created a new blueprint for sponsorship and a ROMI of 14.5:1.
O2 has taken the former Millennium Dome from a national joke to a national treasure, and made it the most popular music venue in the world. But what really sets The O2 apart is that it sets a new blueprint for effective sponsorship.
By following four principles of success - putting customers first, being integral to the business, breathing rather than badging, and demonstrating accountability - the sponsorship has achieved greater, and more demonstrable, effectiveness for the business. Based on projected incremental new customers over the expected lifetime of the communications, the ultimate contribution to profit will be £639 million, giving a ROMI of 14.5:1.
An impressive campaign that was clearly effective. There is fantastic new learning about sponsorship and its integration across marketing communications to be taken from this case, particularly how to use it to drive loyalty for a brand.
Philip Almond, global brand director, Baileys.