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By John Glenday | Reporter

March 31, 2023 | 2 min read

The telecoms brand has launched a major new campaign called ‘Switch Up’ by VCCP and media agency MG OMD.

Headlining O2’s flexibility in permitting anyone to switch to a new phone whenever the fancy takes them, even when under contract, the new campaign positions O2 as a consumer standard bearer willing to rip up outmoded practices.

Star of the show is O2’s blue robot mascot Bubl, who pops up when least expected to remind dubious smartphone users that they are free to switch at any moment, ‘even now!’

Bubl will surprise ITV1 users by leaping out at them during ad breaks in a series of scripted appearances with partner brands such as easyJet Holidays and Google Pixel, with Bubl bursting through their adverts.

A hero film employs situational comedy to show audiences just how easy it is to swap phones, with one woman presented with her new device by Bubl in person at a variety of unlikely locations including a freezer, martial arts session and a nightclub.

Kimberley Gill, creative director at VCCP London, commented: “Having the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. ‘Switch Up’ puts the customer first and we are thrilled to work on a campaign that challenges industry standards.”

Running across the UK until May, the integrated campaign includes appearances on out-of-home, digital and linear audio, social and retail.

Creative Brand Strategy O2

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