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in association with CAMPAIGN
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O2 Ireland – Priority
The featured track is ‘Cosmic Love’ by Florence and the
Developed to support the launch of The O2 in Dublin, this
Machine, from the album Lungs. The lyrics are profoundly mov-
Priority O2 Ireland ad was created by VCCP in London and
ing: “The stars, the moon, they have all been blown out, You left
released in May 2009.
me in the dark, No dawn, no day, I'm always in this twilight, In
the shadow of your heart.” The commercial message, when it
One ad I could watch over and over is O2’s Priority. I love it and comes, is delivered unobtrusively but effectively.
think it’s stunning and incredibly effective. The ad engages me to the extent that I am moved to feel dif-
Essentially, it advertises the priority that is given to O2 cus- ferently about O2. I now feel connected to the brand. Even the
tomers for tickets to events in the venue bearing its name. tagline ‘Together is Better’ takes on a new depth because the
The ad opens with a shot of The O2, empty just before a per- ad underpins that statement.
formance. The lights go out. Then the music starts and there In saying all of that it probably mines the same territory as
are footsteps. People float in, almost in slow motion. There are Sony Bravia’s ‘Balls’, but in adland that’s got to be success.
close ups of hands held and faces lit up and there is one espe-
cially intense moment capturing a guy and girl locked in a gaze,
as the music peaks.
Erica Roseingrave is PR manager at
It is a sign of its creative genius that it fills me with a sense of
Coca-Cola Bottlers Ireland
well-being every time I see it. It lifts me up and takes me back
to every amazing gig I’ve been to, whether in Whelan’s or
Wembley. It captures the unique sense of connectedness the
live music experience can bring.
BVDSH S E VDDC J SR
EFFS DDHN S TRUST
F D I HBHWWG VZATÉ
Being on TV says so much more about your brand
ARGWAAY NLA HFYN
I DAWFHO GHHGSW E
R OKHTUU TMWS I F W
Select the right programmes on RTÉ Television and you can associate your brand with
C SCCAAR ACLNXNS
values such as Trust, Irish, Engaging, Modern and many more. In addition, you’ll be
I FFGDDB ESOLN R G associating it in the minds of up to 1,994,000* adults every day.
T TGM AAR NLFHA YF
Y OKO TUA TMWS T FY For more information, log on to http://tvsales.rte.ie/insights or call (01) 2083389
DDAD FHN GHHL I WI
HOMEAND AWAYO IO
TFFR DDHE SOLN RO
BVDN SDSGVDDS CS
*Source: AGB Nielsen (based on RTÉ Total, 1st Jan – 30th June 2009).
Volume 4 Issue 1 2010 Marketing Age 37
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