Turn The O2 into The O3

  • Laura Lesser

The O2 is the most popular entertainment venue in the world and the O2 brand's sponsorship since 2007 offers industry leading brand loyalty and consideration. The venue aims to set the industry benchmark for live entertainment, creating unforgettable moments. Drake kicked off his UK tour in April, including 7 dates at The O2 from 1- 11 April 2019 and I had the idea to change the venue’s name in honour of his single ‘God’s Plan’, which includes the lyrics: “And you know me/Turn The O2 into The O3.” The sign was changed for 11 days, creating a cultural moment that Drake kicked off himself leaking to his 57 million followers. The instagrammable photo opportunity was shared by Nick Grimshaw, Calfreezy, Patricia Bright, GRM Daily, Mista Jam, Tasha Green, Deno and Edward Bluemal. We also ran a prize draw for fans who couldn’t get hold of tickets, encouraging photos using #DrakeTheO3. This all helped to generate 140M+ impressions and 1.8m+ engagements on social. The stunt campaign also picked up PR coverage from Greg James and Annie Mac on BBC Radio 1, Evening Standard, Metro, The Times, Billboard, GQ, NME and Campaign, gaining 96 pieces in total with an OTS of 96m and reach of 28m. Drake went on to announce on BBC Radio 1Xtra it's his “biggest accomplishment” and the sign sits proudly at his basketball court at home. Ticket sales went up 7% and footfall increased 17% WOW. All for only a £9,053 budget. I led the proactive campaign from concept and delivery, and it was an incredible feeling to see so many fans taking photos and talking about it.