O2 launches new Priority campaign ‘Here Comes Brighter’
The fully-integrated campaign is inspired by the UK’s sense of shared optimism as the world re-opens, and looks to remind the nation that there’s 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 - the perfect symbol of a brighter future.
Rooted in feel-good 70s soul track ‘Ooh Child’, Brit-award nominated Anne-Marie & 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 ‘Ooh child // Things'll get brighter’ and ‘We'll walk in the rays of a beautiful sun’ - the perfect soundtrack for the summer.
And as we gear up for the return of live experiences, the campaign is being amplified across O2 music venues. Replacing the bespoke ‘This Is Just An Interval’ 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.
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’re 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.
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’s own iconic venues getting ready to re-open. O2’s charming robot Bubl is there to help both the people and the venues in their preparations.
To highlight how O2 are helping customers enjoy the things they’ve 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.
The fully-integrated campaign appears across TV, BVOD, Social, D/OOH, OLV, Audio, Retail, Online, and Digital.
Nina Bibby, CMO, O2: “For 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’ll be helping them make the most out of lockdown lifting. 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’s gradual return to normality.”
Priority gigs and experiences have always been a big part of O2. But, because we've all been denied them this past year, they're going to have a much greater emotional resonance this summer. Dave Masterman, creative director, VCCP
Advertising, Content & Social, , Digital, Experiential, PR
Project for O2