{"id":13378,"date":"2021-05-21T18:26:24","date_gmt":"2021-05-21T17:26:24","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13378"},"modified":"2021-07-22T16:06:53","modified_gmt":"2021-07-22T15:06:53","slug":"o2-launches-new-priority-campaign-here-comes-brighter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/o2-launches-new-priority-campaign-here-comes-brighter","title":{"rendered":"O2 launches new Priority campaign \u2018Here Comes Brighter&#8217;"},"content":{"rendered":"<div class=\"lazyblock-video-1OJxWP 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\/ftW52KT9oWk?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1UXcfT 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><span style=\"font-weight: 400\">The fully-integrated campaign is inspired by the UK\u2019s sense of shared optimism as the world re-opens, and looks to remind the nation that there\u2019s no better companion to help you make the most of it than Priority. Visually, at its heart, it has the O2 logo as an iconic sunrise over The O2 Arena &#8211; the perfect symbol of a brighter future.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Rooted in feel-good 70s soul track \u2018Ooh Child\u2019, Brit-award nominated Anne-Marie &amp; producers Rudimental created an exclusive cover for O2 along with House Gospel Choir on backing vocals. The optimistic lyrics to the track capture the mood of the nation with lines like \u2018Ooh child \/\/ Things&#8217;ll get brighter\u2019 and \u2018We&#8217;ll walk in the rays of a beautiful sun\u2019 &#8211; the perfect soundtrack for the summer.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And as we gear up for the return of live experiences, the campaign is being amplified across O2 music venues. Replacing the bespoke \u2018This Is Just An Interval\u2019 artwork that was created during the first lockdown, the new artwork from local graffiti artists will cover the closed venue doors using the uplifting lyrics from Ooh Child.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To get the whole nation involved, we created the #O2HereComesBrighter TikTok challenge. With Anne-Marie and a whole host of Creators kicking off the challenge, we encouraged everyone to show how they\u2019re coming back brighter after lockdown for the chance to win a year of free gigs at O2 venues. The Creators include the House of O2 which launched with this campaign as the first-ever UK telco long-term partnership with a TikTok house.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The campaign also features a hero film that spotlights people from all walks of life as they get ready to get back out into the world. The other perspective is from places like O2\u2019s own iconic venues getting ready to re-open. O2\u2019s charming robot Bubl is there to help both the people and the venues in their preparations.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To highlight how O2 are helping customers enjoy the things they\u2019ve missed the most, the campaign also showcases some of the exclusive experiences available on Priority including Booking.com, Virgin Experience Days, Priority Tickets, and even sausage rolls from Greggs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The fully-integrated campaign appears across TV, BVOD, Social, D\/OOH, OLV, Audio, Retail, Online, and Digital.<\/span><\/p>\n<p><span style=\"font-weight: 400\"><strong>Nina Bibby<\/strong>, <strong>CMO<\/strong>, <strong>O2<\/strong>:<em> \u201cFor many, 2020 was a year of missed moments but now we are finally able to look forward again. As the sense of anticipation builds across the nation, we want to celebrate that sense of optimism and show customers how we\u2019ll be helping them make the most out of lockdown lifting.\u00a0 From the return of live experiences, through to holidays and days out with friends and families, our range of exclusive Priority rewards gives customers access to amazing experiences at each stage of the UK\u2019s gradual return to normality.\u201d<\/em><\/span><\/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-quote-full-width-Z1DfVRe wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Priority gigs and experiences have always been a big part of O2. But, because we&#8217;ve all been denied them this past year, they&#8217;re going to have a much greater emotional resonance this summer. \n        <cite>Dave Masterman, creative director, VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-irBCE wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-21-at-14.01.00.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-21-at-14.01.00.png\" alt=\"blue graffiti of a woman with sunglasses holding a boombox on a wall outside a music venue in Birmingham\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/2-TikTok-Challenge-2-scaled.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/2-TikTok-Challenge-2-scaled.jpg\" alt=\"three mobile screens that have stills of TikTok videos where people are outside singing and dancing\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"template":"","class_list":["post-13378","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107","2655","10108","10109","10113"],"client_id":"10387","hero_video":"","hero_image":{"ID":13438,"id":13438,"title":"1 Brand Key Visual (1) 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12:09:35","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1280,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-300x150.jpg","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-768x384.jpg","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-1024x512.jpg","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-1536x768.jpg","1536x1536-width":1536,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-2048x1024.jpg","2048x2048-width":2048,"2048x2048-height":1024,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/05\/1-Brand-Key-Visual-1-copy-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"O2 Here Comes Brighter","meta-description":"O2 Here Comes Brighter was inspired by our shared optimism about the world re-opening and returning to events. The ad featured a remix of the iconic soundtrack 'Ooh Child' and showcases the cute little brand mascot 'Bubl' starting at the O2 arena from a distance with the sun setting but in the form of a glowing orange 'O'. As part of the social activations, we also reached out to a range of the UK's grafitti artists to create artwork on the shutters of O2 venues with key copy from the campaign. The page features the hero film and a series of stills from the social activations. 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