O2 Oxygen Case Study

We have recently launched a new through-the-line brand campaign for our long standing client O2. Titled ‘Oxygen’, the campaign communicates O2’s new brand promise, ‘Helping Customers Connect’. As part of this brand campaign, we are introducing a brand new endline to replace ‘See What You Can Do’. This end line reflects O2’s powerful belief that a connected world is a better world: ‘We’re better, connected’.

The 60 second TV ad encapsulates the brand promise through a surreal kaleidoscope of connections through all walks of life - an epic journey of fantasy imagery with symbolic hyper-connectivity. Through the creation of an iconic world, filled with iconic imagery, O2 is able to distinguish itself clearly from its competitors and represent the customer insight and benefit. Since the launch it has had fantastic reviews from both the O2 business and from consumers.

Bluebook

The brief was to launch O2's online service called Bluebook. This unique, market leading service is available to all O2 customers, who are able to store all contacts from their phone and automatically save photos messages and texts online.

Creatively, this campaign pushed the boundaries of the O2 world still further, the ad was given a magical and slightly mysterious feel to dramatise the capturing of memories.

O₂ – Your Numbers

The aim of this campaign was to create a sense of community among O2 customers. This £5 PrePay tariff allowed customers to choose 10 people they spoke most with in return for 100 mins and texts per month. Where a customer had a contact who was not on O2, they were able to send them a free O2 sim to allow them within their circle of 10 friends. The flexibility of the tariff meant that customers could change their list of O2 Numbers as often as their lives demanded.

Our creative solution played on the insight that behind each number on your phone is a personality who is unique and loved for different reasons. So while some numbers were good for gossip, others were better at being confidantes. We contrasted the different types of personalities within a circle of friendship, from the friend who never says what they think against the one who never edits what they say. And the very personal nature of the insight allowed us to evolve the creative look of the campaign. The branding included a wider colour palette bring warmth and contrast to the traditional O2 blue graduation. This increased stand out and allowed people to reengage with the brand and so achieved very strong sales results.

Do The O2

The brief was to launch the Millennium Dome as Europe's leading state-of-the-art entertainment destination and be the greatest manifestation of the brand strategy, that O2 gives its customers better experiences by offering them priority tickets to events at The O2.

Taking its cues from the campaigns which have preceded it in 2007, the launch ad for The O2 mixes O2 brand assets with dramatic film and photography of London. We are taken on a journey past London landmarks and larger-than-life entertainment icons transposed into the cityscape, ending up at The O2.

This was supported with a national press campaign including the first ever 3D press ad, a London/South East outdoor campaign including underground station takeovers, and the biggest taxi buy ever achieved by a brand (1 in 3 cabs in London are branded The O2).

Discovery - Brand campaign 2007

VCCP developed this years O2 Brand Campaign based on recent customer research. It is the 5th in a very successful series since the launch of the O2 Brand in 2002. The brand campaign was developed to build the essence of O2 as a provider of better experiences on a local and international level. It is there to drive emotional engagement with the brand. The campaign is also a key factor in aligning all the O2 markets involved and to give them a visual guidance for communication projects in 2007.

It's your O₂ - Brand campaign 2006

The 2006 O2 campaign was about refreshing the appearance of the brand, whilst evolving the strategy of personal enablement. The big bubble symbolises the endless possibilities of what you can do with O2. We see a guy release his personal bubble, and we follow its surreal journey through a city, interacting with different surroundings, suggesting the communication and entertainment potential it brings him, and thus what O2 can do for you.