OVO was launched from the belief that energy could be better. Better for people, their wallets and the planet. OVO wanted to launch OVO Beyond – the first ever energy savings account – by leveraging its sponsorship of the iconic Wembley Arena and ‘OVO Live’, its platform in music which rewards customers’ greener behaviours.
OVO worked with Universal to index their artists against OVO’s audience demographic and develop a launch activation that leveraged the broad appeal of music talent to drive engagement in a gig exclusively for OVO Beyond customers.
Playing on the popular premise of Carpool Karaoke, and connecting OVO to popular culture through music, Clara Amfo and Jessie Ware travelled together to OVO Arena Wembley to perform an intimate gig in the OVO Backstage Bar as a “thank you” to OVO Beyond customers for their greener choices. The twist? They travelled their together in an EV car, chatting and singing songs along the way, creating their own ‘EV Karaoke’ and discussing their own greener behaviours en route.
Having selected two key channels for this campaign – PR and social (paid & organic) – to create a fame-driving story. These channels enabled OVO to land key messages for both OVO Beyond and OVO Live, whilst simultaneously raising awareness of OVO’s involvement in music.
The campaign was incredibly successful in hitting both its commercial and brand objectives. The clever use of talent allowed for cut through in key media and drive media reach/impressions on social to drive deeper engagement and messaging.
