O2
The most remote concert ever staged — broadcast live from Glencoe Mountain to hundreds of thousands across Britain. A partnership built on signal, spontaneity, and the power of a truly connected moment.
A Network
That Goes
Everywhere
O2 had just been awarded Best Network Access across Britain by Uswitch — but they didn't want to simply broadcast the accolade. They wanted to prove it. The challenge: demonstrate the reach and reliability of their network in a way that was genuinely entertaining, gave something real back to customers, and could earn attention from new audiences who'd never otherwise engage with a telecoms brand.
Sofar saw the opportunity immediately. If O2's network truly reaches further than anyone else's, the most powerful proof of concept wasn't an ad — it was a live event from the edge of Britain itself.
Content made in Partnership
YouTube Livestream
The full event broadcast live through Sofar's YouTube channel, streaming from Glencoe Mountain to audiences around the world — powered entirely by O2's network.
London's Outernet
The livestream was simultaneously hosted at the Outernet in Central London — one of the largest immersive media spaces in the world — reaching hundreds of thousands of commuters and passers-by in real time.
Pre-Show IG Campaign
Sofar's Instagram channel built anticipation ahead of the event, driving awareness and live viewership across the brand's global audience in the lead-up to the Highlands broadcast.
O2 Channel Highlight
Featured across O2's own platforms as a flagship campaign asset — demonstrating the partnership's ambition and anchoring the network's brand story around a genuinely remarkable moment.
Artist Performance Films
Individual performance captures of Kojey Radical, Hamzaa, Victor Ray, and Au/Ra — each filmed against the Highland landscape, providing long-form content with an afterlife well beyond the live date.
3-Day Guest Experience
A curated travel and music journey for guests brought from across the UK — generating organic social content and genuine word-of-mouth that extended the campaign's earned reach.
