We wanted to put the spotlight on real-world, real-life experiences.
In an age of increased digital consumption: download more content, stare at more screens, stream more video, catch up on TV, catch up on catch-up; O2 wanted to put the spotlight on real-world, real-life experiences.
Follow the Rabbit is O2’s latest integrated campaign where we bring the brand’s focus onto what O2 offers beyond the category norms, reminding consumers that with Priority, O2 customers have the opportunity to experience the thrill of live experiences, be that through music, sport, entertainment and beyond.
With this insight, the ‘down the rabbit hole’ approach was born, and what better way to bring this to life than through an Alice in Wonderland-esque, O2-blue rabbit: the embodiment of curiosity and intrigue.
The TV and cinema advert introduces the audience to the blue rabbit as it’s illuminated by a single light in a dark, empty space challenging viewers to follow it into the unknown. Sounds of a roaring crowd can be heard while the camera struggles to keep up as the rabbit darts on and off screen, before racing into a packed out venue. Becoming lost in the crowd, the camera pans up to see a stage –as the roar reaches a crescendo.
The spot launched across multiple channels including a considerable presence across social: Facebook, Twitter and Instagram including a #FollowTheRabbit-themed Snapchat lens for anyone who shared Snaps at O2 Academy gigs. Then, throughout March, a number of six-foot tall rabbits were placed around the country at secret locations, giving people who snapped a photo the chance to win money-can’t-buy experiences.