AEG is one of the world’s leading providers of live entertainment and sporting events. With The O2, AEG has given London a world class entertainment destination. Under the iconic roof lies a music club, 11 screen cinema, exhibition centre, an entire street of bars and restaurants and most breathtaking of all – The O2 arena.
With an intensive integrated launch campaign taking place across the capital, AEG needed a versatile communication format to help reach their audience. Their main objective was to educate people about the ‘world of entertainment’ at The O2 and ultimately drive them to visit the venue.
Mini guides to The O2 were created using the iKyp paper-based communication format. They contained venue plans, event listings and transport directions. 360,000 iKyps were circulated containing ‘MagicSymbol’ vouchers which revealed a selection of dining and entertainment discounts when held up in front of special cameras located at distribution points. The vouchers could only be redeemed at The O2 itself, creating a strong call to action to visit the venue.
The iKyps were handed out over 6 weeks in 2007 at various locations across London, including 50 tube and rail stations, inserted in the Evening Standard newspaper and distributed at the venue and O2 retail outlets.
The client had high expectations for the campaign, hoping for 5% of all iKyps distributed with MagicSymbol vouchers to result in a redemption at the O2. It was an ambitious target as the industry average redemption rate for such a campaign is 1-3%.
However, the iKyp exceeded all expectations by generating a massive redemption rate of 7%, 40% over the client’s highest hopes, and over twice the industry average. A figure even more impressive considering that each redemption required a voucher to be presented in person at the venue.
“The iKyp mini guide worked perfectly with the multiple distribution channels used in the launch campaign. It was a really effective way of getting essential information into the hands of our target audience and enticing them to visit The O2," said the Marketing Manager, AEG Europe
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