Best corporate campaign 2025

Sponsoring 20 venues and running Priority Tickets for 17 years, O2, now Virgin Media O2, is known for providing unrivalled access to live entertainment. And as a member of the FanFair Alliance, the campaign for fairer ticketing, since 2017, it has been active behind the scenes in tackling ticket touts.

But public outrage over the inflated prices charged for the Oasis reunion concerts brought the issue into the spotlight, prompting media and government scrutiny. The furore created an opportunity for Virgin Media O2 to lead, particularly as its own research showed people expected O2 to stand up for what matters.

In September 2024, one month after Oasis tickets went on sale, Virgin Media O2 launched new research revealing ticket touts cost UK music fans £145m a year, and that one in five tickets sold end up on resale sites. Its own Priority site blocked more than 50,000 bots in six weeks. The Guardian covered the research in an exclusive, setting the scene for media follow ups.

In October 2024, the company convened a panel from politics and industry to discuss the issue. And four months after the campaign’s launch, the Government announced a consultation on ticket resales. Virgin Media O2 responded with new data, demonstrating rising public support for regulation, while Gareth Griffiths, director of partnerships and sponsorship, authored a Music Week article backing a ten per cent resale cap.

This was followed in March 2025 with the launch of Stamp It Tout, a digital hub to drive responses to the consultation. And over the summer, Virgin Media O2 revealed that tickets had been sold at up to 490% more than face value during London’s live music season.

The initiatives were backed by extensive organic and paid corporate social media activity, with clickthrough calls to action driving traffic to Stamp It Tout. Paid social also targeted music fans and industry insiders, while Instagram was used to reach fans in the 18-35 age group.

The campaign generated more than 1,200 articles, including the music press such as Rolling Stone, establishing O2 as the leading voice on ticket reform. One in five consumers said they were aware of O2’s fairer ticketing initiatives.

Organic social also generated more than 25,000 impressions, 14,000 video views and more than 2,000 engagements. Its LinkedIn engagement also exceeded LinkedIn’s own forecasts. And public support for regulation surged by nine percentage points to 71% in less than six months.

The judges said: ‘Love this one - ticks all the boxes. Major impact beyond the organisation. Clearly measurable results and something that everyone who loves live entertainment will connect with.’

Post script:

November 2025: Government announces a ban on selling tickets above original price and a cap on service fees charged by resell sites.