O2 Baits

VCCP Spain launches “Bait”, O2’s new integrated campaign


Agency News



Reinforcing the brand's key values: honesty and transparency

O2, the telecommunications brand part of Telefónica, has launched its new and innovative integrated campaign created by VCCP Spain, the agency that is responsible for managing the brand in Spain since its launch in 2018.

To continue to increase the brand’s awareness and positioning, the campaign continues to reinforce the brand's key values: honesty and transparency.

Following the previous campaign, “Bait” appeals to the feeling of frustration of many consumers, to make them think about it to motivate switching to O2.

The brand continues to grow and believe in its values. From a communication perspective, we try to ensure that O2’s spirit is reflected in its advertising as a whole and with this campaign we take another step towards its consolidation as a brand. We are very happy with the final result. Juan Cenóz, Creative Director at VCCP Spain

This new campaign works to communicate that in O2, unlike what happens in other companies, tricky promotions are not launched to trap client. People are free to leave at anytime with no commitment contracts.

O2 highlights its unique value proposition within its category with values ​​and actions under an ethical framework that makes a difference, convincing consumers to switch to O2 through honesty as well as reinforcing the decision of current clients.

“Bait” is an integrated campaign with a significant presence on TV with a 20-second spot, accompanied by OOH activity in large formats, non-convectional formats at AVE train stations in major Spanish cities and radio ads. It also has an extensive digital and social media presence.

After its launch in 2018, O2 revolutionised the Spanish Telco market with a differentiated value proposition, based on an ethical approach and simple service. A clear offer with a fair price.

Working hand in hand with VCCP Spain as its advertsing agency, O2 has established itself as an operator that offers a new and simpler way of connecting to its consumers, personal and non-intrusive. Achieving significant success, it has become the alternative for many unsatisfied customers.

The focus on the client, transparency and simplicity are key in our proposal. This campaign collects these values through careful and distinctive creativity that seeks to move away from the sector’s communication codes. We believe that the creative idea and tone work effectively in consolidating this message, allowing O2 to gain its niche in the market. Gema Perona, Marketing Director at O2
O2 Baits
It is a great pleasure to present this new campaign, which we have worked on together with the O2 team. A brave brand, thanks to its approach based on honesty and simplicity, is consolidating a new style of communication, a reflection of its way of relating to people in a market full of uncertainty due to the current economic situation. Beto Nahmad, Executive Creative Director at Vccp Spain