{"id":19363,"date":"2024-11-14T08:10:58","date_gmt":"2024-11-14T08:10:58","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19363"},"modified":"2025-05-23T10:02:21","modified_gmt":"2025-05-23T09:02:21","slug":"ai-granny-scambaiter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/ai-granny-scambaiter","title":{"rendered":"Daisy vs Scammers"},"content":{"rendered":"<div class=\"lazyblock-video-pCOsB 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:\/\/player.vimeo.com\/video\/1028802326?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z9Q42D 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\">With one in five Brits (22%) experiencing a fraud attempt every single week*, <\/span><b>O2<\/b><span style=\"font-weight: 400\"> and <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s<\/span> <span style=\"font-weight: 400\">AI creative agency <\/span><b>faith <\/b><span style=\"font-weight: 400\">have today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the heart of the campaign is D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The newest member of O2\u2019s fraud prevention team, D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers&#8217; own biases to create an AI granny based on a real relative of a VCCP employee.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The scammers &#8211; including many posing as some of the UK\u2019s most trusted businesses &#8211; thought they\u2019d got their hands on an easy target, but D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy has been beating them at their own horrible game.<\/span><\/p>\n<p><span style=\"font-weight: 400\">D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.<\/span><\/p>\n<p><span style=\"font-weight: 400\">O2 and faith worked with leading UK scambaiter Jim Browning to ensure D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes &#8211; having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b><i>Simon Valcarcel, Marketing Director at Virgin Media O2,<\/i><\/b><i><span style=\"font-weight: 400\"> said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, D<\/span><\/i><b><i>ai<\/i><\/b><i><span style=\"font-weight: 400\">sy: She\u2019s our secret weapon against scammers &#8211; indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201d<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Scambaiter D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A PR-first campaign, a two minute hero film has been created showing D<\/span><b>ai<\/b><span style=\"font-weight: 400\">sy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">As part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters&#8217; crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.<\/span><\/p>\n<p><span style=\"font-weight: 400\">O2 blocks millions of fraudulent texts and calls from reaching customers&#8217; phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. Visit <\/span><span style=\"font-weight: 400\">[O2 Swerve the Scammers website]<\/span><span style=\"font-weight: 400\"> to find out more information.<\/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-Z1BrCuj 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        I\u2019m thrilled to launch the newest member of our fraud team, Daisy: She\u2019s our secret weapon against scammers &#8211; indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time! \n        <cite>Simon Valcarcel, Marketing Director at Virgin Media O2<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-1jhbCa 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\/2024\/11\/O2-Scambaiters-Daisy-2.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-2.png\" alt=\"\" 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\/2024\/11\/O2-Scambaiters-Daisy-3.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-3.png\" alt=\"\" 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\/2024\/11\/O2-Scambaiters-Daisy-4.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-4.png\" alt=\"\" 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":64,"template":"","class_list":["post-19363","work","type-work","status-publish","hentry"],"acf":{"client_id":"10387","capability_ids":["16556"],"hero_video":"","hero_image":{"ID":19364,"id":19364,"title":"O2 Scambaiters - Daisy 1","filename":"O2-Scambaiters-Daisy-1.png","filesize":4556404,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/ai-granny-scambaiter\/attachment\/o2-scambaiters-daisy-1","alt":"","author":"64","description":"","caption":"","name":"o2-scambaiters-daisy-1","status":"inherit","uploaded_to":19363,"date":"2024-11-14 08:08:46","modified":"2024-11-14 08:08:46","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2608,"height":1536,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-300x177.png","medium-width":300,"medium-height":177,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-768x452.png","medium_large-width":640,"medium_large-height":377,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1024x603.png","large-width":640,"large-height":377,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1536x905.png","1536x1536-width":1536,"1536x1536-height":905,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-2048x1206.png","2048x2048-width":2048,"2048x2048-height":1206,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"O2 takes on scammers with Daisy - the AI granny scambaiter","meta-description":"O2 takes on scammers with Daisy - the AI granny scambaiter","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/O2-Scambaiters-Daisy-1-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19320,"post_author":"64","post_date":"2024-11-08 10:19:32","post_date_gmt":"2024-11-08 10:19:32","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1026937905\",\"blockId\":\"15EVFQ\",\"blockUniqueClass\":\"lazyblock-video-15EVFQ\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is shining a light on data poverty and raising awareness of the \\u003c\/span\\u003e\\u003cb\\u003eNational Databank \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas part of its new Christmas campaign, launching today with agency of record \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVirgin Media O2 founded the \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.goodthingsfoundation.org\/our-services\/national-databank?utm_source=O2\\u0026amp;utm_medium=Campaign+Press+Release\\u0026amp;utm_campaign=Christmas\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNational Databank\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in 2021 with leading digital inclusion charity, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.goodthingsfoundation.org\/?utm_source=O2\\u0026amp;utm_medium=Campaign+Press+Release\\u0026amp;utm_campaign=Christmas\\u0022\\u003e\\u003cb\\u003eGood Things Foundation\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich provides free O2 mobile data, texts and calls to those in need.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOfcom\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e estimates there are currently around two million households living in data poverty, where people are unable to get online and carry out everyday tasks - from booking appointments to doing homework and crucially, staying in touch with loved ones.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new integrated campaign is led by an emotive 60\u201d film which depicts real world scenarios of people in data poverty, highlighting the difficulties of life without mobile data, which has become essential to everyday life. The scenes portrayed are inspired by real people\u2019s stories and include a young man working in a kitchen who struggles to complete his studies due to a lack of data, a father and daughter who are unable to stream something to watch while they\u2019re on a coach journey and a woman outside a laundrette struggling to stay in touch with loved ones.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo demonstrate how O2 is supporting people in need via the National Databank, the film shows snowflakes made of SIM cards gently falling from the sky into the hands of those who had been disconnected, showing how they can get online with free O2 data.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo highlight the stories of those experiencing data poverty, VCCP's global content creation studio, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, worked with award-winning director \\u003c\/span\\u003e\\u003cb\\u003eStefanie Soho\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSmuggler\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with \\u003c\/span\\u003e\\u003cb\\u003eThe Mill\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e working on VFX. This helped to deliver the message in a simple, honest and moving way - illustrating both the necessity of data and the feeling people get when help is at hand. The film is set to the song \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Snowfall\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e by Ingrid Michaelson.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn addition, the campaign landing page has been cleverly designed and built as a zero-rated webpage which is exempt from any data charges so it\u2019s accessible to those experiencing data poverty. Through this webpage, those in need can find their nearest O2 store to access free mobile data. This was built by VCCP\u2019s digital experience agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with the clear audience need at its heart.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2, said: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWith around two million households now experiencing data poverty, we wanted to use our platform this festive season to share the realities of not having data in an honest and relatable way, while raising awareness of the support available via the National Databank. Through this campaign, we hope to encourage people across the country to spread the word that those in need can get free O2 mobile data from their nearest O2 store.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Masterman, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cIt\u2019s easy to take for granted, but data is an essential utility. It\u2019s necessary to book doctor\u2019s appointments, for kids to do homework, so many of our day to day activities - we wanted to bring this to life in this campaign by telling those stories and pointing people in the right direction to get support from O2.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is the third time that O2 has spotlighted the National Databank in its ATL Christmas campaign, previously the focal point in \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBubl Army\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSnowgran\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today across Cinema, TV, VOD, Online, OOH, Social, Radio and Retail, and will run until the 31st of December. Media planning and buying has been led by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z3L10p\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z3L10p\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"With around two million households now experiencing data poverty, we wanted to use our platform this festive season to share the realities of not having data in an honest and relatable way, while raising awareness of the support available via the National Databank. \",\"quotee\":\"Simon Valcarcel, Marketing Director at Virgin Media O2\",\"blockId\":\"Z1A3gdF\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1A3gdF\"} \/-->","post_title":"O2 Snowing Sims","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"o2-snowing-sims","to_ping":"","pinged":"","post_modified":"2024-11-08 10:19:32","post_modified_gmt":"2024-11-08 10:19:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19320","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18077,"post_author":"64","post_date":"2024-04-05 00:01:00","post_date_gmt":"2024-04-04 23:01:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today unveiled a new campaign celebrating the exclusive benefits of its Priority offering in the first phase of a new fully integrated campaign titled \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Only O2\/Priority\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, from its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePriority is O2\u2019s award-winning customer rewards scheme which offers its members a range of exclusive benefits and offers, including early access to the most sought-after events in entertainment via O2\u2019s Priority Tickets platform which hit a record of 1.4 million tickets purchased in 2023, giving customers unprecedented access to 6000+ shows and 2000 artists at more than 300 venues across the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOver the past year, Priority members could also enjoy average savings of \u00a3700* with access to over 1,000 perks and offers from daily treats and experiences to exclusive money-saving discounts that customers can\u2019t enjoy anywhere else. Members also have the opportunity to be part of O2\u2019s Priority Gig series which has seen iconic talent such as Kylie Minogue and Sam Fender headline free intimate shows for \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e broadband and O2 mobile customers across the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis latest campaign shows brand character, Bubl, enjoying Priority offers and experiencing a series of unforgettable nights out with friends. The campaign was cast from real friendship groups who attend gigs together, to capture the authentic energy and passion for music they share.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIntroducing a new visual style focusing on authenticity, campaign assets are designed to give customers of other networks a sense of FOMO offering realistic imagery from a great night out. The campaign focuses on the joy of communal experiences, capturing a live music crowd at an \\u003c\/span\\u003e\\u003cb\\u003eO2 Academy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e venue, with Bubl joining in.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 40\u201d AV follows Bubl and friends as they enjoy 48-hour presale access to book Priority Tickets, and other gig-going perks such as queue jump, to visiting different O2 Academy venues to enjoy live music. They inevitably head to a kebab shop on their way home reliving the night out before catching the night bus home - depicting a raw, and realistic gig-going experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor this fully integrated campaign, VCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked with director duo \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003ethirty two\\u003c\/b\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0and \\u003c\/span\\u003e\\u003cb\\u003eAnonymous Content\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to bring to life the new \u2018Priority\u2019 film. Additional phases of the campaign will complete a consistent series showcasing the exclusive benefits Priority members can enjoy. Creative digital agency \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e also worked across the integrated campaign to bring digital, social and online elements to life. Accompanying OOH creative heroes exclusive gigs and 48-hour presale access, featuring imagery captured on location at O2 Academy venues.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today with an ITVX takeover and key spots this weekend in Gogglebox and Ant \\u0026amp; Dec\u2019s Saturday Night Takeaway. This will be supported by Cinema, Radio, OLV and Social, as well as high-impact D\/OOH across the National Rail and London Underground Network. Next month, ITV will launch a brand-new music show \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eITV Studio Sessions\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e on ITV1 and ITVX, in partnership with Priority from O2. Hosted by Clara Amfo, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eITV Studio Sessions\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e aims to champion top talent across a range of music artists in the UK. All media was planned and bought by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSimon Groves, Director of Brand and Marketing at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cPriority is our unique way of saying thank you to our customers and through our brand-new campaign, Only O2, we are enhancing our offering like never before.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cFrom intimate access to popular artists through our Priority Gig series to once in a lifetime trips across the globe, this campaign celebrates the exclusivity, access and unforgettable experiences our customers can enjoy.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAs we continue to build the campaign series throughout the rest of this year, we will continue to explore these themes and celebrate what makes Priority stand out.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Masterman, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cHave you ever wondered what Bubl does when not being a brand mascot? They go to see their favourite bands with their mates.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe wanted to capture the real emotion and experience of a big night out. The sort of night that you\u2019re still talking to your mates about weeks later - and the sort of experience that O2 customers can get exclusive access to.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther campaign phases will hero the other unique benefits that O2 provides to its customers under the \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Only O2\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e banner.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis fully integrated campaign launches today and will run across TV, D\/OOH, Social, Cinema, OLV, Radio, Retail, O2 owned channels and through a branded content partnership for ITV Studio Sessions (launching 3 May). The campaign will run until 19th May.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1Iqj4h\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1Iqj4h\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"930597689\",\"blockId\":\"Z28dcVx\",\"blockUniqueClass\":\"lazyblock-video-Z28dcVx\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to capture the real emotion and experience of a big night out. The sort of night that you\u2019re still talking to your mates about weeks later - and the sort of experience that O2 customers can get exclusive access to. \",\"quotee\":\"David Masterman, Deputy Executive Creative Director at VCCP\",\"blockId\":\"1xsDam\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1xsDam\"} \/-->","post_title":"Only O2\/Priority","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"only-o2","to_ping":"","pinged":"","post_modified":"2024-08-12 09:51:52","post_modified_gmt":"2024-08-12 08:51:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18077","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18320,"post_author":"64","post_date":"2024-05-31 11:37:12","post_date_gmt":"2024-05-31 10:37:12","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"951431433\",\"blockId\":\"26Tss8\",\"blockUniqueClass\":\"lazyblock-video-26Tss8\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs the only major network to offer inclusive EU roaming as standard, \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a new, fully integrated campaign titled \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Only O2\/Roaming\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, from its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe second phase of the Only O2 campaign series, Only O2\/Roaming switches focus from the rewards and experiences available on Priority to O2\u2019s inclusive EU Roaming offering, demonstrating the benefits of being an O2 customer through Bubl and a real-life family enjoying an unforgettable and carefree holiday - without the worry of roaming charges.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWorking with the same director and mirroring the visual approach of the previous campaign, the new creative highlights \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003espontaneous and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eauthentic moments from a European road trip and draws on instances where holidaymakers would use their phone without having to think about \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eit.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 60\u201d AV follows Bubl and the family as they navigate their way around Italy and Greece; checking directions, looking up idyllic sunset spots, finding language tips to communicate with locals and staying in touch with friends and family back home - all thanks to inclusive EU roaming on O2.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith this year expected to be the \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.unwto.org\/news\/international-tourism-to-reach-pre-pandemic-levels-in-2024\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebusiest ever for travel\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign aims to evoke the feelings of spontaneity and freedom that O2 customers can enjoy, with no need to worry about unwanted roaming charges or when they\u2019ll find WiFi. Through its customer-first offering, O2 customers could save \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003earound \u00a3100 in roaming fees during a two-week holiday in Europe*, helping them to squeeze even more out of unmissable holiday moments.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e once again worked with director duo \\u003c\/span\\u003e\\u003cb\\u003ethirtytwo\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eAnonymous Content\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e on the new \u2018Roaming\u2019 film. Creative digital agency \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e also worked across the integrated campaign to bring digital, social and online elements to life.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSimon Groves, Director of Brand and Marketing at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cWe all know that holiday feeling of touching down ready to relax, but imagine the feeling of facing fees just for using your phone while you\u2019re away. That\u2019s why we are proud to offer our customers inclusive EU roaming at no extra cost in 49 European destinations. So, whether it\u2019s snapping the scenery, making memories with family or navigating around town, our customers have one less thing to worry about.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Masterman, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe\u2019re all petrified of roaming charges; the thought of coming home from holiday and being greeted with a bill so eye-watering that you have to mortgage the cat.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThis film celebrates all the things you can do when your roaming is included. Picking up where we left off in our Priority film with Bubl being a genuine part of a group for an authentic take on the benefits that O2 offers to its customers.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today across TV, Cinema, Radio, OLV, Social, Retail, D\/OOH and O2 owned channels with a special continuity TV spot with ITV set to run during Euro 2024 coverage. The campaign will run until the end of August with media planning and buying led by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOnly O2\/Roaming follows the success of O2\u2019s \u2018Don\u2019t Get Burnt\u2019 activity, which kicked off at the beginning of May to help holidaymakers avoid getting burnt by roaming fees - and by the sun. Based on the insight that people are more attentive to their phones than they are to sun protection, O2 merged smartphones with sunscreen to create a handy mobile accessory, \u201c\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSun Case\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, that features a top up supply of sunscreen for quick and easy application. 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