O2

O2, experiential and brand awareness. By amplifying and bringing-to-life existing communication ideas across different media formats, you can build experiences that allow a brand to fit into the lifestyle of an urban audience

 

Challenge

During my time as Head of Design and Senior Creative at Pd3 (specialists in content and experiential marketing), I art-directed, oversaw production and designed various integrated campaigns to support O2's above the line ad-campaigns using non-traditional marketing, guerilla stunts, and experience led events where consumers could live the brand.

 

Audience

O2 customers (contract, PAYG, business), young socials and O2 internal staff.

 

Solution

By placing messages in lifestyle touchpoints you can target your audience (to the core) where traditional media (TV) cannot reach.

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Projects included:

• Activity: Amplifying O2's above the line 'Bolt-On package' campaign:

• Costume design – acrobats bolted together in branded suits, performing at high profile London locations, O2 stores and call centres

• Signage design, production and installation – Hollywood style bespoke signs at high visibility commuter route motorway locations
  
   

• Activity: Amplifying the above the line campaign which rewarded O2 pre-pay customers for their loyalty:

• The creative solution was 'O2: A world that revolves around you'. This visualized the customer both as the centre of their own network and the centre of O2's concern. To extend this concept into an 'experiential' space, a series of O2 branded, campaign events were created across London, Manchester, Birmingham, Leeds and Edinburgh. Here, under one roof, O2 customers and the general public experienced rewards and perks in untraditional marketing ways:
  • O2 Angels performed random acts of kindness
  • Acrobatic show
  • Street performers
  • Musicians performed on stage
  • Free cups of coffee at the barista bar
  • Indian head massages
  • Meet and greet England rugby players

  • Fully O2 branded Ice cream van, giving out free ice creams to people nation-wide in the hot Summer months. 30,000 ice creams were given out over the month including tactical locations such as Covent Garden, Soho, Piccadilly Circus, O2 employee events and call centres
     

• The campaign production involved:

  • Branding

  • Bespoke design services

  • Production and build of space (tent and stage)

  • Costume design

  • Merchandising and promotion​
     

• As a result of the integrated campaign, O2 became the leading UK brand in this sector. It amassed the largest user base, fastest net acquisitions increased and one million disconnections were prevented by this campaign alone
  
   

• Activity: O2 'Twinned Towns' targeting SMEs and a wider consumer audience nationwide with O2's Business Zones proposition ("choose two preferred dial codes for 40% off all mobile calls"):

• Design & production of bespoke spoof O2 road signs placed at key arterial routes into city centres

• Twinned City signs; with O2 your city is twinned with whomever you want it to be

• Areas included – London, Manchester, Glasgow, Bristol, Leeds, Birmingham