LONDON, UNITED KINGDOM – The Scottish Highlands became the stage for an unprecedented music event on September 4, as O2 and Sofar Sounds hosted the UK’s most remote live gig, powered by O2’s expansive network. One hundred lucky attendees were treated to intimate performances by Mercury Prize-nominated artist Kojey Radical, alongside Hamzaa, Victor Ray, and Au/Ra, in the dramatic landscape of Glencoe.
The surprise event was designed to highlight the breadth and reliability of O2’s mobile network, which has recently been extended across more than 13,000 additional postcodes in Scotland, including some of its most isolated areas. Guests, comprised exclusively of O2 and Virgin Media broadband customers as well as Sofar Sounds enthusiasts, were selected via ballot through O2’s Priority app.
In a seamless fusion of music and technology, the Highlands concert was simultaneously live streamed to audiences nearly 500 miles away at Outernet London, one of the city’s most advanced immersive media venues. This marked the first time a Sofar Sounds performance had been staged in the Scottish Highlands and the first-ever activation of its kind at Outernet London.
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.”
With its fusion of remote intimacy and digital amplification, O2’s Highlands concert with Sofar Sounds set a new standard for branded live experiences, affirming the brand’s place at the forefront of cultural and technological innovation.
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 Redding
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 Creativity Director: Will Selwyn
Planning Director: Will Maclure
Strategy Director: Gareth White
Live Stream Production Company: Spiritland
