OVO: OVO Live & Olly Murs at Co-op Live, Manchester

The Brief

To deliver an event to drive awareness of OVO’s newest venue partner, Co-op Live - through a talent-led activation that would resonate with both existing customers and new audiences. The goal was to create a memorable experience for customers while showcasing the OVO Lounge and the benefits of OVO Live, through content from the night.

Campaign Execution

We partnered with Olly Murs to host an exclusive pre-show experience, ahead of his main-stage performance at Co-op Live on 8th May. 

OVO customers entered a competition for the chance to win tickets to the gig, with the added bonus of seeing Olly Murs who made an appearance in the OVO Lounge, shortly before he took the stage. Plus, Five lucky OVO Beyond customers (and their guests)  enjoyed a meet-and-greet with Olly and signed merchandise.

The competition was promoted through multiple channels, leveraging the reach of both OVO and Olly’s social media platforms (paid and organic), plus OVO Live’s owned comms channels (EDM and WhatsApp), and a media partnership with the Manchester Evening News.

In addition to OVO customers, influencers and media guests were in attendance to amplify reach, with influencer Niall Gray hosting the event in the lounge and producing content from the night.

Results 

The campaign raised awareness of OVO’s partnership with Co-op Live, whilst showcasing the benefits of being an OVO Live customer. The high-impact collaboration with Olly Murs contributed to a total reach of nearly half-a-million across all campaign social content and secured earned media coverage in regional and industry press. It also drove strong email engagement, with the competition EDM achieving a 39% open rate.