O2 PRIORITY – BEYONCÉ

THE CHALLENGE Promote Beyoncé’s Mrs Carter tour at the O2 Arena in London and announce that O2 customers had the chance to buy tickets before anyone else. THE APPROACH Beyoncé arrives in the country where royalty still rules to be crowned the new queen of England. THE IMPACT Tickets sold out in less that 24 hours. Beyoncé loved the campaign so much she used our idea to promote her tour around the world, and it also coined a new nickname for her - ‘Queen B.'