O2 teams up with Ed Sheeran for new Priority campaign


Promotion will highlight star’s rise to fame ahead of his concert at Wembley Stadium next year, giving O2 customers access to tickets 48 hours in advance and the chance to enter a competition to win a VIP experience to the show  

O2 has teamed up with Ed Sheeran to launch a new Priority Tickets campaign ahead of the music artist’s concert at Wembley Stadium on July 10, 2015.

Launching from today, the campaign incorporates digital, online and social media channels, with the Priority campaign also seeing the artist appear in a new version of O2’s “Walk” advertisements.

The advert is designed to highlight Sheeran’s journey to success, showing him walking through many key venues he has played, from his childhood bedroom to Angel Tube Station – featured in his first single ‘A-Team’, to Madison Swaure Gardens in New York, culminating in Sheeran walking onto stage at Wembley Stadium.

It will air from November 21 across key spots including The X Factor, Made in Chelsea, Gogglebox and I’m A Celebrity…Get Me Out Of Here.

O2 is also giving fans the chance win a VIP experience to Sheeran’s concert, plus the blue hoodie he will wear in the TV ad.

By visiting edsheeran.o2priority.co.uk, they will be guided through an online digital walkthrough. By answering questions and unlocking doors to the key venue’s in Sheeran’s life, his background story will be revealed, including interviews with the music artist and exclusive pictures.

Once these have been unlocked, fans will be entered into a competition to win a VIP experience to his show at Wembley Stadium next year, plus the blue hoodie he wore in the TV ad.

The Priority campaign sees O2 customers gain early access to tickets for his show at 9am on November 26 – two days before they go on general sale.

“O2 marketing and consumer director Nina Bibby said: “Our new Priority campaign highlights our continuing commitment to giving customers access to the music and artists they love.”