O2 Live from the Highlands - Outernet 4

O2 Powers Surprise Music Gig

The event, made with VCCP, celebrates its strength and reliability as a network

By Creative Salon

Last night (4th September) O2 and Sofar Sounds brought together 100 lucky music fans to enjoy epic performances from Kojey Radical, Hamzaa, Victor Ray and Au/Ra in the heart of the Scottish Highlands at the UK’s most remote gig.

The one-off event, developed in partnership with MG OMD and VCCP, follows O2’s latest mobile coverage upgrade in Scotland, which has extended 4G and 5G connectivity to over 13,000 additional postcodes, including some of the country’s most isolated areas in the Scottish Highlands. It also follows O2 being recognised as the UK’s ‘Best Mobile Network Coverage’ by Uswitch and celebrates the company’s major investment in enhancing its network - around £700 million this year alone as part of its Mobile Transformation Plan.

The intimate crowd, made up exclusively of O2 and Virgin Media broadband customers as well as Sofar Sounds enthusiasts, were selected as the lucky winners following a ballot of thousands via Priority from O2. The gig was also live streamed - 491 miles away - to music fans at the Outernet London, powered by O2’s network.

Sofar Sounds is known for transforming everyday spaces, from rooftops to art galleries, and turning them into captivating, intimate venues for secret live performances from a diverse range of music acts. This latest gig with O2 was the very first time that a Sofar Sounds show has been held in the Scottish Highlands. The choice of Outernet London as a venue is a first-of-its-kind brand activation, harnessing one of the capital’s most technologically advanced and immersive media spaces.

This exclusive event coincides with the launch of Priority’s new partnership with Sofar Sounds, where Priority members will be able to access 2-for-1 tickets to future Sofar Sounds gigs saving them approximately £26 per gig – a perfect activity to do for a date night, a catch-up with friends, or a family outing. Tickets to a variety of upcoming Sofar Sounds gig will be available via the Priority app from now until 19 October 2025.

Mercury Prize-nominated, Kojey Radical reflected on the experience, saying: “It was really special playing a gig in such a unique, remote area to an intimate crowd and also to share some new music from my upcoming album ‘Don't look down with you’. Thanks to those for travelling all the way for this.”

Christian Hindennach, Chief Commercial Officer at Virgin Media O2, commented: “Music is part of O2’s DNA, so we’re always looking for new ways to offer our customers unmissable live experiences and bring them closer to the action. Whether it’s providing 48-hour Priority access to tickets, the opportunity to enjoy unforgettable meet-and-greet experiences or great value rewards like 2-for-1 tickets to Sofar Sounds gigs, we want to make live entertainment even more accessible and memorable for all of our customers to enjoy."

Dave Masterman, Executive Creative Director at VCCP, said: “Our ambition with O2 is always to create experiences that go beyond traditional campaigns and live at the heart of culture. Working in partnership with MG OMD and Sofar Sounds, we were able to showcase the power of O2’s network in one of the UK’s most remote areas and simultaneously bring that magic to Outernet London. It’s a brilliant demonstration of creativity, technology and partnership coming together to deliver something truly memorable."

Priority is O2’s way of saying thanks to its customers and is available exclusively to those with an O2 mobile plan or Virgin Media broadband services. In addition to early ticket access to events at The O2, the O2 Academy network and other popular venues across the UK, Priority members can benefit from free bag drop, queue jump, cloakroom services, phone charging, VIP hospitality and discounts on merchandise.

Credits:

CAMPAIGN TITLE: O2 Live from the Highlands

CLIENT: Virgin Media O2

DIRECTOR OF BRAND & MARKETING: Rachel Swift 

MARKETING DIRECTOR: Simon Valcarcel 

HEAD OF CAMPAIGNS: Johnny Winn 

SENIOR CAMPAIGN MANAGERS: Ben Jobson & Ella Hassall 

SENIOR MARKETING MANAGER (PRIORITY): Ellie Budden 

SENIOR PARTNERSHIPS MANAGER (PRIORITY): Susannah Whitmarsh 

ADVERTISING AGENCY: VCCP

CHIEF CREATIVE OFFICERS: Jonathan Parker & Chris Birch 

EXECUTIVE CREATIVE DIRECTOR: David Masterman

ART DIRECTOR & COPYWRITER: Tom Dyson & Lance Boreham 

JUNIOR CREATIVES: Riley Knox & Lewis D'Rozario

MANAGING PARTNER: Olivia Packshaw 

BUSINESS DIRECTOR: Alistair Nichols 

SENIOR ACCOUNT DIRECTOR: Oliver Humphries 

SENIOR ACCOUNT MANAGER: Connor Fairfield

CHIEF STRATEGY OFFICER: Clare Hutchinson  

PLANNING DIRECTOR: Lotte Jones 

JUNIOR PLANNER: Albie Reddin

POST PRODUCTION: Girl&Bear 

AGENCY CREATIVE PRODUCER: Pip Seymour-Judd

POST PRODUCER:  Nicola Haffenden

DESIGN: Tom Widdrington

ARTLAB: Nick Norman

MEDIA BUYING AGENCY: Manning Gottlieb OMD

BUSINESS DIRECTOR: Hollie Hambilton

ACCOUNT DIRECTOR: Anneka Williams  

DIGITAL ACCOUNT DIRECTOR: Miranda Roberts

PARTNERSHIPS & SPONSORSHIPS BUSINESS DIRECTOR: Natalie Christoforou 

MEDIA CREAVITY DIRECTOR: Will Selwyn

PLANNING DIRECTOR: Will Maclure

STRATEGY DIRECTOR: Gareth White

LIVE STREAM PRODUCTION COMPANY: Spiritland

Share

LinkedIn iconx

Your Privacy

We use cookies to give you the best online experience. Please let us know if you agree to all of these cookies.