Feature:The O2 – a walk round with Georgina Iceton, Vice President – Activation, AEG
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Once upon a time, in about 1997, I interviewed Peter Mandelson about his ambitions for Britain in the shape of the Millennium Dome, then under construction and belittled by political opponents as a White Elephant and a Tacky Theme Park.
Once upon a time The Eiffel Tower project troubled notable Parisiens because the ‘metal asparagus’ put Notre Dame and the Arc de Triomphe into the shade. Author Guy de Maupassant declared that he only ate lunch on the Tower’s first floor restaurant because he didn’t have to see the monstrosity from there.
The Millennium Dome was not an overnight success, but it was a very eye-catching construction. The idea of tearing it down soon after the Y2K would have been to hugely misunderstand the significance of a building that has become an incredible icon of entertainment. Its lasting legacy continues to house that most precious commodity that Britain is justly proud to be a world leader of – real life experiences.
I write this with Glastonbury upon us and a summer season of incredible music and culture set to follow in the tail of that comet.
For a permanent year-round structure that embodies music and cultural events it is hard to look past The O2. And equally it is hard to find a better example of a naming right that fits better.
O2 and The O2 are so strongly connected together. I think that has something to do with the way both the building and the brand recall atomic structure. Of course, it also has a lot to do with O2’ comprehensive investment in music and entertainment in order to deliver its Priority scheme.
O2 Priority seems like it has been with us forever, but the brand has no need to feel jaded about it. The brand team have their collective finger on the musical pulse and rarely make a false move against relevant fanbases. The stats more than bear that out: O2 Priority had its biggest year ever in 2023. Over 390,000 Priority tickets were sold in 2023. That’s a 67% increase from 2022.
That growth is very much a post-COVID statement of intent from a brand that was firing well before lockdown. It was back in 2019 when The O2 and Drake conspired to conjure up The O3 after Drake wrote in hit single God’s Plan: “And you know me/Turn The O2 into The O3.”
The O2 duly rebranded as The O3 for the artist’s April residency at the venue.
This case study has since become a marketing anecdote and Georgina Iceton remembers it fondly. The O2 is a unique naming right for a unique property but naming rights in general can be a very strong path to follow in general.
The O2 owners AEG state
Naming rights partnerships (across AEG sites) typically result in an uplift of:
- +30% in consideration
- +29% in favourability
- +35% in NPS score
With such a strong naming rights you might wonder how the O2 carves out opportunities for other brands. It does so on a number of levels with exclusive spaces always serving multiple functions – from strengthening brand identity, to corporate hospitality to customer retention and acquisition.
On my tour I saw most, though not all options. Here they are in pictures:
The NinetyThird by Qatar Airways – this space is on brand in look, feel and function, giving guests a very exclusive experience. It was very smart. The views over the performance arena are stunning.
The American Express lounge – this exclusive space had excitement writ all over it. Cardholders would be certain to enjoy getting more from the event here.
Virgin Media Gamepad – one we missed on the tour, but an obvious attraction for gamers.
Lounges – Ovo and Ladbrokes – Over and above an ordinary event lounge, these had allowed the brand to really express themselves, to deliver a VIP experience.
Entrance points – external and internal – Arriving at this building is an immediate buzz, so these points would be a good opportunity for a brand to connect with emotionally engaged and excited visitors.
