We launched our first fully integrated campaign for O2 Business, designed to showcase how O2’s flexible network can help businesses adapt through ups and downs. The campaign is delivered by a familiar and friendly face - Bubl - our ever-helpful O2 robot who offers a welcome bit of warmth to stand out against other, often corporate, Business comms.
In a climate with such uncertainty, we knew UK Businesses needed help to stay afloat and to thrive. The help we could give them was flexibility. Flexible tariffs, flexible data rollover, flexible digital tools. All allowing them the confidence to commit now, safe in the knowledge they could adapt later, if needed.
The campaign launched with O2 Business’ first TV advert following the journey of a sole trader, Ted, whose shop has been forced to close. We see that Ted needs to adjust his business thanks to the turbulent climate, but by his side is his reliable comrade Bubl, who helps him adjust with O2 Business' flexible offering.'
The advert opens with Ted packing up the contents of the store into his van looking deflated. Bubl turns on the vans stereo and - staying true to O2’s commitment to supporting up-and-coming artists – the track 'Higher' by 'Everyone You Know' plays. The infectiously uplifting track, which launched on the same day O2 Business’ campaign, immediately boosts Ted’s mood. We then cut to a lockup and see that, with the help of Bubl, Ted has adapted his business model and is playing records online to potential customers. Online orders flood in and Bubl emits bubbles of joy from his antenna.
The campaign is fully integrated with Brand and Trading comms appearing across TV, BVOD, Social, OLV, Retail, Online, Content and PR and we also celebrated the launch by running a competition on O2 Business’ Twitter channel to win gig tickets and record store tokens.
Allie Lawson, Head of SMB Brand & Marcomms, O2: “Ted represents many business owners around the country who are now having to navigate yet another change as the nation starts to open up again. At the heart of this campaign is a dedicated business owner who wants to succeed and adapt to the changing landscape smoothly. Nobody should be penalised for wanting or needing flexibility, and that’s why our solutions provide that support to let him, and others like him, do so."
99 percent of all businesses within the UK are small businesses, and as the waters have been choppy of late, Bubl, O2’s brand mascot, shows how O2 Business’ flexible tariffs are vital for them to adapt. Small businesses are often personal passions turned into livelihoods, like Ted the record shop owner in our ad. Hopefully, our story of Ted and Bubl will show how O2 can support more businesses to adapt and thrive.
Darren Bailes, Executive Creative Director