O2’s ingenious ’Oops’ campaign, which made the medium the message to replicate the gut wrenching feeling of smashing your phone, has been named the outdoor campaign of the decade at The Drum Awards for Out of Home.
Voted for by The Drum readers, the special Grand Prix of Grand Prix accolade was revealed during the awards’ 10th anniversary ceremony, which was broadcast live from The Drum Labs in London on Wednesday (November 24).
’Oops’ came out on top after hundreds of readers of thedrum.com cast their vote for their favorite Grand Prix-winning campaign from each of the previous nine years of The Drum Awards for Out of Home.
Created and executed by Havas Group Media, VCCP, Adcity and Posterscope, the 2018 Grand Prix winner was developed to promote O2’s industry-first offering of free phone screen repairs, which stemmed from the insight that over the previous three years the UK had racked up an astonishing £1bn repair bill for cracked mobile phone screens. A variety of playful executions ran in environments where O2 data suggested such mishaps were most likely to happen.
O2’s campaign won the honor after picking up a 36% share of the public vote. It beat #MyHeroes, an unprecedented 2020 coming together of the out-of-home industry to celebrate key workers during the pandemic (22% share), and Spotify’s fun at the expense of users’ weird and wonderful playlists (16%) to the top spot.
Along with the best of the decade, a new Grand Prix winner was also added to the hall of fame at this year’s show as PlayStation5’s London Underground takeover to mark its launch in the UK was awarded the 2021 top prize.