Stand up at the O2

The brief

Drive ticket sales for Up At The 02 – the climbing experience on the roof of entertainment venue The O2.

The distraction

Lockdown had temporarily lifted for summer, and whilst people were longing for safe, socially distanced and entertaining activities to take part in, they were still approaching their social calendar with a level of caution.

How did we make our audience care?

We identified the one thing people had missed most amongst the events of 2020 – laughter. People wanted to feel happy, carefree and above all have a laugh with their mates.

Our solution? Stand Up at The O2 was a socially distanced comedy gig series in partnership with Edinburgh Fringe veteran Suzi Ruffell, who performed an intimate set of hilarious material on the roof of The O2, with guests also enjoying an exhilarating climb up and over one of London’s most famous landmarks.

It was the first time Up At The O2 had hosted a comedy gig and we used this as our hook for pre-promotion – whilst simultaneously ensuring all health and safety measures were messaged in resulting media coverage to quell any concerns of those interested in attending

The action

  • In the first week, all our nine consumer performances sold out within 72 hours. We tactically staggered release of tickets around coverage release dates and the next wave of tickets also sold out within 48 hours.

  • We generated over 30 pieces of coverage including The Evening Standard, Metro, Time Out and The Times and 90% of coverage included a link to the booking website

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