We were brought on board to help celebrate the release of Sonic the Hedgehog 3, while dialling up awareness of O2 Priority. The ask? A bold, fun-filled campaign that would burst into life across O2’s flagship stores and hold its energy for six full weeks.
Merging two powerhouse brands was always going to be a balancing act. Sonic’s high-octane, globally loved identity needed to sit seamlessly alongside the slick, benefit-led world of O2 Priority. Not to mention navigating the creative and legal ins and outs of working with licensed IP.
Our task was to create a campaign that didn’t just showcase Sonic or O2 Priority, but celebrated both in equal measure. That meant honouring the legacy and visual language of Sonic while staying true to the O2 brand experience.
Every asset, character, and storyline cue had to feel like it belonged. The final result was a premium, co-branded activation that felt effortless, exciting, and uniquely ownable by both sides.
Then there’s the everyday challenge of grabbing attention on the high street. With eyes pulled in every direction and footfall up for grabs, we knew we had to make this activation unmissable.
“Bringing Sonic to life in the world of O2 Priority was a brilliant creative challenge. We knew we had to find the sweet spot between fandom and function, and seeing it all come together in-store with real impact and energy was incredibly rewarding.“
– Luke Anderson, Senior Account Manager, TCC
We flipped the traditional store experience on its head with an immersive, multi-sensory campaign designed to entertain, inform, and engage.
At the heart of the activation was a fully themed Sonic product zone, brought to life with standout vinyls, custom podiums, and high-impact visuals that pulled people in.
One of our core tactics was behavioural zoning, creating different touchpoints across the store to keep visitors moving, engaging, and returning. Here’s what that looked like:
– Interactive gaming: Sonic Dash and Sonic Superstars were front and centre, turning stores into play zones
– Meet and greets: Sonic and Shadow made in-person appearances that brought the characters to life
– Tactile treats: Locally sourced Sonic-themed pick and mix and golden ring doughnuts gave visitors a sweet, shareable moment
– Digital layering: QR codes and instant-win competitions added a digital thread, encouraging real-time engagement and repeat visits
This wasn’t just a campaign, it was retail theatre. A space that fused play with purpose, used storytelling to guide journeys, and added a digital layer that deepened the experience.
The numbers say it all:
– 986 competition entries, one of the strongest for a non-vendor campaign
– 342 tracked store visits via digital ads, with a strong conversion rate of 28.68% (vs a 2024 average of 24.18%)
– A 1.93x uplift in footfall on our best-performing day
– Over 500 Sonic Dash plays in just one weekend
– Standee POS outperformed all other in-store elements, proving just how powerful physical touchpoints still are
By blending entertainment, tech, and creativity, we delivered a multi-channel brand experience where culture met commerce and fandom met functionality. A campaign where both Sonic and O2 Priority shone in full colour.
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