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O2 unveils 'Oops' free screen repair initiative as it continues to focus on customer experiences

O2 has launched a fresh multi-million customer-centric campaign which focuses on ‘Oops’ moments and promotes the brand’s offer to replace customer’s smashed mobile phone screens free of charge.

The drive comes amid a renewed focus on customer service from the brand, which recently admitted the telecoms sector wasn't as loved by consumers as it should be.

At the heart of the latest push is a national TV ad which depicts a host of everyday scenarios to demonstrate the many ways that a phone screen can be damaged – from getting squished while in the reserve pocket of a pair of jeans to falling out of a sleepy commuter's palm on the bus.

The campaign is part of the brand’s wider ‘More for You’ strategy, which is centred around the idea that the value of smartphones lies not in their functional abilities but the way they allow users to connect with the things and people that they love.

Kicking off from today, O2 will give consumers who purchase the latest handsets on selected tariffs a free screen replacement should they smash their phone during their contract period.

The campaign to promote the offering kicked off last week with an outdoor campaign which seen ‘cracked’ and crooked billboards pop up around London.

As well as print and digital activations, throughout the campaign O2 stores will be transformed to feature innovative lenticular window designs which appear to repair themselves as shoppers walk past.

The brand is the first mobile network to offer this service, with the push coming hot on the heels of comments from its top brass that the telecoms sector is not as loved as it should be.

Speaking in July, O2 chief executive Mark Evans said: "The sector as a whole is not as loved as it needs to be. It’s pivotal to your lives, but if you look at the trust and confidence that consumers have, it’s not great. So we’re keen to call on the industry to change that."

Earlier this year, the company decided to turn its attention to live experiences to show consumers the value it can add to their day-to-day lives. At the heart of this reset was a 'Follow the Rabbit' campaign created by creative agency VCCP.

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