{"id":14339,"date":"2021-11-25T13:53:55","date_gmt":"2021-11-25T13:53:55","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14339"},"modified":"2021-11-25T13:53:55","modified_gmt":"2021-11-25T13:53:55","slug":"o2-oops-wins-the-drum-best-ooh-work-of-the-decade","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/nov\/o2-oops-wins-the-drum-best-ooh-work-of-the-decade","title":{"rendered":"O2 &#8216;Oops&#8217; wins The Drum &#8216;Best OOH work of the decade&#8217;"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-mlGvj wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>\u2019Oops\u2019 our campaign with <strong>O2<\/strong>, which made the medium the message to replicate the gut wrenching feeling of smashing your phone, has been named the outdoor campaign of the decade at <strong>The Drum Awards for Out of Home<\/strong>.<\/p>\n<div id=\"articleContentBlock\">\n<p>Voted for by<strong> The Drum<\/strong> readers, the special Grand Prix of Grand Prix accolade was revealed during the awards\u2019 10th anniversary ceremony, which was broadcast live from <strong>The Drum Labs<\/strong> in London on Wednesday (November 24).<\/p>\n<p>\u2019Oops\u2019 came out on top after hundreds of readers of thedrum.com cast their vote for their favourite Grand Prix-winning campaign from each of the previous nine years of The Drum Awards for Out of Home.<\/p>\n<p>Created and executed by <strong>Havas Group Media<\/strong>, <strong>VCCP, Adcity<\/strong> and <strong>Posterscope<\/strong>, the 2018 Grand Prix winner was developed to promote O2\u2019s industry-first offering of free phone screen repairs, which stemmed from the insight that over the previous three years the UK had racked up an astonishing \u00a31bn repair bill for cracked mobile phone screens. A variety of playful executions ran in environments where O2 data suggested such mishaps were most likely to happen.<\/p>\n<\/div>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>O2\u2019s campaign won the honor after picking up a 36% share of the public vote. It beat #MyHeroes, an unprecedented 2020 coming together of the out-of-home industry to celebrate key workers during the pandemic (22% share), and Spotify\u2019s fun at the expense of users\u2019 weird and wonderful playlists (16%) to the top spot.<\/p>\n<p>Along with the best of the decade, a new Grand Prix winner was also added to the hall of fame at this year\u2019s show as PlayStation5\u2019s London Underground takeover to mark its launch in the UK was awarded the 2021 top prize.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z1pskPj wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n            <iframe data-src=\"https:\/\/www.youtube.com\/embed\/LUHEnAFPoyQ?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-14339","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988","10107","10111"],"client_id":"","hero_video":"","hero_image":{"ID":14340,"id":14340,"title":"O2-Oops-campaign","filename":"O2-Oops-campaign.jpeg","filesize":304671,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign.jpeg","link":"https:\/\/www.vccp.com\/uk\/news\/2021\/nov\/o2-oops-wins-the-drum-best-ooh-work-of-the-decade\/attachment\/o2-oops-campaign","alt":"","author":"57","description":"","caption":"","name":"o2-oops-campaign","status":"inherit","uploaded_to":14339,"date":"2021-11-25 13:49:49","modified":"2021-11-25 13:49:49","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-300x169.jpeg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-768x432.jpeg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-1024x576.jpeg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-1536x864.jpeg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign.jpeg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-1920x720.jpeg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-1920x960.jpeg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-768x768.jpeg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-307x615.jpeg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-768x960.jpeg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-1200x630.jpeg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-768x768.jpeg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-768x384.jpeg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign-307x615.jpeg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"O2 'Oops' wins The Drum 'Best OOH work of the decade'","meta-description":"\u2019Oops\u2019 our campaign with O2, which made the medium the message to replicate the gut wrenching feeling of smashing your phone, has been named the outdoor campaign of the decade at The Drum Awards for Out of Home.  Voted for by The Drum readers, the special Grand Prix of Grand Prix accolade was revealed during the awards\u2019 10th anniversary ceremony, which was broadcast live from The Drum Labs in London on Wednesday (November 24).  \u2019Oops\u2019 came out on top after hundreds of readers of thedrum.com cast their vote for their favourite Grand Prix-winning campaign from each of the previous nine years of The Drum Awards for Out of Home.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/11\/O2-Oops-campaign.jpeg","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14282,"post_author":"57","post_date":"2021-11-12 08:12:03","post_date_gmt":"2021-11-12 08:12:03","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"I78UotAouoA\",\"blockId\":\"mBhWl\",\"blockUniqueClass\":\"lazyblock-video-mBhWl\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eO2\\u003c\\\/strong\\u003e has today launched \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018We\\u2019re better, connected,\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe new Christmas campaign designed to promote the UK wide rollout of the \\u003cstrong\\u003eNational Databank\\u003c\\\/strong\\u003e, launched by \\u003cstrong\\u003eVirgin Media O2\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eGood Things Foundation\\u003c\\\/strong\\u003e to help tackle data poverty. O2 worked with UK agency of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, to mastermind a new integrated Christmas campaign which will see mobile data donated to those in need this festive season.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor the first time ever, for \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018We\\u2019re better, connected,\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eO2 has created a loveable Bubl army of reliable and loyal robots on an important mission this Christmas: to connect people across the country. Virgin Media O2 and Good Things Foundation are today rolling out the National Databank across the UK, as O2 pledges to donate even more free mobile data to those who need it. The company has pledged to gift 10GB of O2 data with every plan purchased between 1 November and 31 January and the launch is in response to the data crisis that sees 1.5 million homes in the UK currently without internet access.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe charming 60\\u201d hero film by VCCP London brings customers on a journey of connection, as the Bubl army tiptoes its way into the homes of those without access to the internet. The sweet creative encapsulates the nation\\u2019s mood this Christmas which celebrates treasured moments of connection rather than material goods. The determined little Bubl army harnesses the unifying role of the internet and the power of technology to make magical reunions with family, friends and loved ones possible. Bubl, standing in front of a huge screen, starts to emit whirrs and whistles and beeps. Through two gigantic speakers these sounds are translated for the first time ever into a synthesized voice which booms out around the auditorium. The Christmas ad will make its TV debut on Friday 12th November during Googlebox.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, millions of households across the UK are unable to learn, bank online or even video call family at Christmas. O2 is on a mission to make dreams of connections come true by giving its customers even more ways to connect to the people they love. The National Databank has been created by Virgin Media O2, together with Good Things Foundation, and it provides a central hub where community groups can access free \\u2018data voucher codes\\u2019 and SIM cards for anyone who needs them. Following the success of a three-month pilot, O2 has pledged to donate more data this Christmas, announcing today that it will gift 10GB of data with every plan purchased between 1 November and 31 January, tapping into the true spirit of Christmas by unlocking free mobile data for those in need.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Groves, Director of Brand \\u0026amp; Marcomms at Virgin Media O2 \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis Christmas we wanted to celebrate the power of human connection \\u2013 for everyone. Access to the internet is an everyday necessity many of us take for granted, and pledging even more O2 data to the National Databank is one step we can take to help to close the gap on digital inequality. Alongside VCCP London, we\\u2019ve translated this important message thanks to the helping hands of our loveable Bubl army, and the end result is a beautifully sweet film that encapsulates the true spirit of Christmas, and the strength of mobile data in helping to maintain connections in those moments where we cannot be together.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJim Capp, Creative Director at VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Over the last 18 months in particular the internet has kept many of us connected to friends, family, entertainment and work. It\\u2019s an essential, but we\\u2019re incredibly conscious that millions still are without access to those simple connections - unable to work, bank, learn online, keep in touch with family and friends - imagine that. With Christmas being a time when connection is more important than ever, we\\u2019re proud that this campaign is supporting the National Databank in donating data to those who need it. That\\u2019s the true spirit of Christmas in my eyes.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe fully integrated campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018We\\u2019re better, connected\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is live from today and will run for the festive period. The hero TV spot will play out across ITV, Channel 4 and Sky, and the creative will roll out across multiple formats including BVOD, OOH and OLV. As well as supporting key offers with tried and tested formats across Facebook, Twitter and Instagram, O2 will also be running a social media activation which will see the brand building the \\u2018Store of the future\\u2019 in AR with Snap. From 25 November, customers will be able to visit an O2 store in Snap and shop 3 hero Samsung products by clicking on them to explore more detail and even shop natively in app. The social media activation is a telco-first and if successful will roll out to Christmas and beyond.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMedia has been planned and executed by Havas Media. PR is supported by Hope \\u0026amp; Glory\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"We\\u2019re proud that this campaign is supporting the National Databank in donating data to those who need it.\",\"quotee\":\"Jim Capp, Creative Director at VCCP London\",\"blockId\":\"pvHus\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-pvHus\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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400\\u0022\\u003e\\u003cstrong\\u003eO2\\u003c\\\/strong\\u003e\\u2019s new campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Road Trip\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e taps into the welcome return of music festivals across the country, to launch their new Plus Plans offering.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe fresh new creative will run in through Q3 and launches with a 30\\u201d hero film inspired by the return of events in the UK. Directed by celebrated director, \\u003cstrong\\u003eGary Freedman\\u003c\\\/strong\\u003e, the hero TV film captures friends road tripping to a festival with Bubl, O2\\u2019s loyal and reliable blue robot. As our protagonists make their way to the festival Bubl is in the back of the campervan brightening up their trip . Bubl\\u2019s fairy lights symbolise the fact that O2 customers\\u2019 have access to the best possible service and benefits with the new \\u2018Plus Plans\\u2019.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Road Trip\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis the latest evolution of \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHere Comes Brighter\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich launched earlier this year. Pulling from the promise of \\u2018here comes brighter\\u2019 into the proof of \\u2018making every day brighter,\\u2019 \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRoad Trip\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e the new spot continues this, manifestation with Bubl brightening up customers' lives with O2 experiences, and extending this message to O2 \\u2018Plus Plans.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDiscussing the new campaign, \\u003c\\\/span\\u003e\\u003cb\\u003eSimon Groves, Director of Brand and Marketing at O2,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cAt O2 we\\u2019re constantly reviewing how we can give our customers more of the things that matter to them, for even greater value. Bubl forms the perfect embodiment of our core values, and \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003et\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehe new \\u2018Plus Plans\\u2019 platform gives customers access to a variety of additional benefits including international roaming, 6 months free Apple music and added protection for their phone with a three-year warranty, giving them even more reasons to choose O2.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAdding to this,\\u003c\\\/span\\u003e\\u003cb\\u003e David Masterman VCCP London Creative Director \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommented:\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u201cO2's Plus Plans give consumers all manner of perks to brighten their day. So, building on what we've done so far with Bubl, our helpful little blue robot, we dramatised this with a group of friends, a campervan and 51 boxes of fairy lights.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018Plus Plans\\u2019 campaign will run in the UK from 10th September until 31st October across TV, DRTV, BVOD, online video, Print, Social and Retail in the UK.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"quote\":\"O2's Plus Plans give consumers all manner of perks to brighten their day.\",\"quotee\":\" David Masterman, Creative Director at VCCP London \",\"blockId\":\"2bTekg\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2bTekg\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%221_Setting-off%22,%22caption%22:%22%22,%22id%22:14045,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14045%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/1_Setting-off.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%222_On-the-road%22,%22caption%22:%22%22,%22id%22:14044,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14044%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/2_On-the-road.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%223_Bubl-hard-at-work%22,%22caption%22:%22%22,%22id%22:14046,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14046%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/3_Bubl-hard-at-work.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%224_Fairy-Light-reveal-1%22,%22caption%22:%22%22,%22id%22:14047,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14047%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/4_Fairy-Light-reveal-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%225_Ta-Da%22,%22caption%22:%22%22,%22id%22:14048,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14048%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/5_Ta-Da.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZiQsAr\",\"blockUniqueClass\":\"lazyblock-carousel-ZiQsAr\"} \/-->","post_title":"O2 Plus Plans 'Road Trip'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"o2-plus-plans-road-trip","to_ping":"","pinged":"","post_modified":"2021-09-10 18:54:09","post_modified_gmt":"2021-09-10 17:54:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14042","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11088,"post_author":"1","post_date":"2017-09-08 16:12:00","post_date_gmt":"2017-09-08 15:12:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"282344851\",\"blockId\":\"Z2srfYp\",\"blockUniqueClass\":\"lazyblock-video-Z2srfYp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eIn 2017, with increasing apathy towards new phones, increasing competition from both new and old competitors, and the decreasing distinctiveness of some of its most treasured brand assets, O2 faced its toughest market conditions to date for selling the new iPhone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThey needed a new approach that didn\u2019t lean on the quality of new handsets, or on price alone to capture critically important iPhone customers.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eSo instead, we took a moment that telecoms companies had traditionally run away from - that moment of breaking your phone screen - and changed it into a positive for the customer with \u2018Oops\u2019, giving customers free screen replacements on the latest phones.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis fit perfectly with our research that showed people didn\u2019t necessarily want the latest phone, but they did want their phones to look and feel new for as long as possible.\\u003c\/div\\u003e\",\"quote\":\"This is the story of how a simple, untapped human insight led to a proposition and communications idea with incredible results.\",\"blockId\":\"Zi6oDW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Zi6oDW\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22lead-image%22,%22caption%22:%22%22,%22id%22:11091,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11091%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/lead-image.jpg%22%7D\",\"blockId\":\"1sEnM0\",\"blockUniqueClass\":\"lazyblock-image-full-width-1sEnM0\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"People in the UK have amassed a total repair bill of more than \u00a31 billion over the last 3 years from cracking their mobile phone screen.\",\"blockId\":\"Z1pSc92\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1pSc92\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eVCCP\u2019s creative team came up with a simple, visually iconic style of a cracked screen over O2\u2019s signature blue grad.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe word 'Oops' was a playful way of dramatising the horror of cracking your screen. In reality people say a lot more than \u2018Oops\u2019, but the word gave a cheeky nod to just how easy it is to drop and smash your phone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis was an incredibly flexible concept, able to translate across multiple media formats. 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