O2 Tracks backed by £7.3m campaign and Emeli Sandé


Television advert made its debut last night for the app that enables users to download the Top 40 UK singles onto their handset for £1 a week

O2 Tracks is being backed by a £7.3 million through-the-line advertising campaign, with Brit Award winner Emeli Sandé the face of the new app from the operator.

The campaign will also feature digital and mobile advertising, as well as interactive outdoor ads that let people interact with the Official Singles Chart and listen to 30 second previews of every Top 40 track.

Advertising on Twitter and Facebook is also being run, including an instance where more than nine million of the latter’s mobile users who saw the O2 Tracks ad at the top of their newsfeed could directly install the app.

Sandé is starring in a new television ad for O2 Tracks, which features her finishing a gig and travelling on the Tube to come face to face with a fan listening to her on O2 Tracks. The ad premiered on O2’s Facebook and Twitter channels yesterday (March 6), and made its TV debut the same evening during ITV1’s new drama Lightfield.

Last month O2 Tracks was launched to allow its customers to download the Top 40 UK singles onto their handset for a weekly charge of £1.

The app, currently for sale on Apple and Android handsets and coming soon on Windows Phone and BlackBerry, is available on a two month trial to its own customers and on a two week trial for those on rival networks. It is then available for £1 a week for O2 customers and for £4.99 a month for everyone else.

Customers receive all of the tracks in the Top 40 downloaded to their handset, which will then be replaced by the new chart on a weekly basis.

Meanwhile, users can now vote for their favourite Top 40 track of all time at www.o2.co.uk/tracks. The site, which works seamlessly on mobiles, tablets and desktops, contains every song that has ever been in the Official Singles Chart – more than 22,000 – enabling users to vote for and listen to sample of all since 1952. The top ten most voted for tracks will then appear in the O2 Tracks app each week.

O2 consumer and marketing director Sally Cowdry said: “O2 has a proud heritage in offering our customers brilliant music experiences and O2 Tracks forms a key part of this. We’re thrilled to be working with Emeli to promote the app and continue our tradition of working with some of the world’s best artists.”

Official Charts Company managing director Martin Talbot said: “The UK’s Official Singles Chart was 60 years old last year and this exciting evolution for 2013 now enables music fans to carry the chart in their pockets, everywhere they go. O2’s brilliant new service promises to be the most high profile music subscription launch that the UK has ever seen.”