Live from the Highlands
Case Study
Celebrating the artists shaping the summer
Sofar partnered with O2 to create a first-of-its-kind live music experience—transporting fans, artists, and press to a secret location in the Scottish Highlands for an unforgettable three-day journey.
From a remote mountaintop performance to a live broadcast across Central London, Live from the Highlands showcased the power of music, place, and O2’s award-winning network—bringing intimacy and scale together in one seamless campaign.
The Ask
- Create a truly differentiated live music experience that only O2’s network could enable
- Drive brand love and consideration through exclusivity, discovery, and surprise
- Extend a remote, intimate performance to mass audiences through live and digital amplification
The Program
Designed to surprise. Built to connect.
At the heart of the campaign: a remote Sofar performance staged at Glencoe Mountain Resort, surrounded by the dramatic Scottish Highlands and featuring four standout Sofar artists across genres.
Kojey Radical
Genre: Hip-Hop/Grime
Instagram: 144K
Spotify: 560K
Hamzaa
Genre: Soul
Instagram: 40.2K
Spotify: 103K
AU/RA
Genre: Pop-Noir
Instagram: 189K
Spotify: 5.2MM
Victor Ray
Genre: Blues/R&B
Instagram: 1.7M
Spotify: 1.2MM
Brand Integrations
Brand integration that felt seamless—not forced
In-experience & on-site integration
- Co-branded event staging and venue environment
- O2 Priority guest access and premium hospitality moments
- Network-powered live streaming from a remote mountain location
- Chairlift rides, food, drink, and transport included for guests
Digital Platform Integration
- Co-branded competition and content hub
- On-site Sofar website takeovers
- YouTube channel takeover during live stream and highlights window
Content Capture & Amplification
- Full-fidelity content capture of all artist performances for downstream storytelling, paid amplification, and ongoing campaign use
Media & Content
Turning a single moment into long-tail impact
The experience was captured and transformed into a high-performing content ecosystem—allowing fans far beyond the Highlands to relive the magic.
Performance videos
High-quality live performance captures designed to preserve the intimacy of the Sofar format while extending visibility across owned, partner, and paid channels.
All performance videos exceeded typical benchmarks for Sofar content, with strong retention, completion rates, and watch time—proving the appetite for premium, story-led live music content.
Full live stream replay
Purposeful artist-led interviews that added narrative depth to the campaign—connecting creative expression, movement, and brand alignment through authentic storytelling.
Event photography
Editorial photography documenting the full experiential arc—from pre-show runs to live performances—supporting both campaign amplification and long-term brand use.
Custom content hub
A centralized content destination aggregating performance, interview, and recap assets—designed to extend discovery, dwell time, and post-event engagement.
Marketing
Extending reach beyond the stage
The campaign was activated across multiple channels to ensure momentum before, during, and after the live experience.
Email, social & competition pages
- Competition launch and live stream promotion to Sofar’s subscriber base
- Competition launch and live stream promotion to Sofar’s subscriber baseStrong engagement and click-through performance
Artist’s social
- Organic artist posts sharing performance highlights
- Additional reach beyond contracted deliverables
YouTube & cross-screen
- Live stream and highlights hosted on Sofar’s YouTube
- Real-time broadcast to large-scale Outernet screens in Central London
The Results
Proving the power of music-led partnerships
The Impact
Live from the Highlands delivered both emotional resonance and measurable performance—combining an unforgettable guest experience with meaningful brand impact.
The campaign drove strong engagement across digital channels, exceeded content performance benchmarks, and significantly lifted brand perception among attendees. Guests described the experience as “magical,” “unforgettable,” and “once-in-a-lifetime,” with overwhelmingly positive sentiment toward O2’s role as sponsor.
By pairing intimacy with scale, Sofar and O2 demonstrated how music-led partnerships can create lasting brand love—on the mountain, on screen, and far beyond the moment itself.
