Follow The Rabbit

O2

We engaged live music fans at an iconic London venue with a disruptive light installation to promote the relaunch of O2’s Follow the Rabbit campaign.

Challenge

Align with the launch of the ‘Follow the Rabbit’ ATL campaign to bring it to life in an experiential way.

ATL campaign focussed on unexpected moment at live music events.

Insight

The entrance to The O2 is one of the most photographed locations in London and synonymous with live music.

Solution

Month-long takeover of The O2 entrance arch, bringing to life the ‘rabbit hole’ with a light show programmed to The Chemical Brothers track from the ATL.

Experience supported by a OOH campaign around the venue.

Result

Hundreds of organic social shares, estimated total visitors: 176,797.

“Undercurrent delivered a campaign that went above and beyond our initial brief to bring our Follow the Rabbit campaign to life.
They created a truly magical experience for visitors to The O2- transporting them into our world through music and a stunning light show. The team worked to aggressive timelines to deliver a fantastic piece of experiential activation that worked seamlessly with the wider campaign”

O2
Head of Creative and Media