The Drum Awards for Marketing - Entry Deadline

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Agency: VCCP
Date: Sep 2020
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O2 and their agency, VCCP, have launched a bold new creative platform to showcase how the network continues to be there for its customers.

This new positioning is a return to O2’s roots; a brand and business that’s obsessed with putting customers’ first, building on its levels of customer loyalty through a completely new creative direction with the introduction of Bubl.

The embodiment of the O2 brand, Bubl takes the form of a loyal and reliable blue robot helping ensure customers have the best possible service, experiences and interactions with O2, showcasing the many ways that it makes customers feel special. Just like the network, Bubl is there whenever needed, whether that’s doing everyday things that people don’t even think about needing the network for, through to doing business on the move, or streaming the latest must-see TV series.

The new brand platform launches with a multi-million pound, fully-integrated advertising campaign centred on a network story, shining a light on the fact that being connected to each other and the things we love has never been more essential in people’s lives. With executions for both consumers and SMB, the campaign creates connections on an emotional level, demonstrating how O2 is there for customers, whenever needed, and celebrating the importance of connectivity.

The new campaign launched with OOH placements across the UK, followed by localised versions across O2 5G hotspots. The campaign also features innovative OOH formats such as 3D special builds in locations such as Birmingham, London’s Westfield White City and Manchester’s Northern Quarter, which will see the largest special build of all featuring a five metre high Bubl.

The campaign then went live across all other platforms. Taking a customer centric approach to channels, the activity begins with animated social formats going live as people woke up in the morning, additional OOH appeared as they went about their day and then launched on TV as they settled down to their evening’s entertainment.

The 60 second and 30 second TV spots tell the stories of people who rely on the network in big and small ways. It begins with a scene in a park showing two young adults trying to meet for the first time. The film follows the story of other protagonists and their need for connectivity – from needing directions when they’re lost, to calling a cab when they missed the last train. The story also touches on the importance of the network for small businesses. Throughout the stories, Bubl is always there, one step ahead, actively helping get people back on their way and demonstrating the value and benefits of mobile connectivity.

Across the campaign O2 has supercharged its famous bubble assets to demonstrate how essential the network is, representing connectivity as digital oxygen. This is highlighted through Bubl’s bubble-blowing antenna which indicates they are communicating with the network.

O2’s strong visual identity is supported by its recently introduced sonic branding, continuing its commitment to using music and sound as part of its brand expression. Demonstrating its commitment to helping customers the strapline, “We’re here for you, whenever you need us”, runs throughout the campaign.

A major through the line campaign, other channels include social, VOD radio and across O2’s 450 retail stores. The campaign is also supported through innovative social activity which includes a TikTok partnership, which will see the launch of the world’s first robot dance on the platform. The activity will also include a creative PR amplification – more of which will appear in the coming weeks.


Agency: VCCP

Executive Creative Director: Darren Bailes

Creative Director: David Masterman

Creatives: Pip Bishop & Chris Hodgkiss

Digital Creative Director: Jon Bancroft

Social Associate Creative Director: Sophie Payne

Social Creatives: Geneva Stanton, Caroline Denby

Business Director: Sonia Gilchrist

Social Senior Account Director: Alex Dalman

CX Senior Account Director: Sally Henderson

Account Director: Emma Russell

Account Managers: Xi Yin Chen, Rebecca Snaith, Howie Birch

Account Executive: Ness Burns, Fionn O’Doherty

Planning Director: Jenny Nichols

Senior Planner: Alex Scott-Malden

Social Senior Planner: Gemma Clark

Creative Producer: Yasmin Akhavan

TV Producer: Edmund Thorn

Digital Producers: Ravi Patel, Bobby Parmer, Latisha Marius-Palmer

Content Producers: Ryan O’Kane, Amy Dick

Media Agency: Havas

PR Agency: Hope & Glory

Production Company : Independent Films

Director : Gary Freedman

Production Company Producer : Ciska Faulkner

Director of Photography : Daniel Landin

Edit house : Assembly Rooms

Editor : Adam Spivey

Post House : MPC

Sound House : 750 MPH

Lead Sound Engineer:Sam AshwellSecondary Sound Engineer: Neil Johnson