O2 - O2 Oops

Case study - Objective: Fame & stature
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For the release of the iPhone 8, O2 offered an additional incentive for contract deals; cover of the first screen replacement. With a target audience of metropolitan commuters – a group which is among the most likely to invest in a new phone model even when it has high entry cost – O2 launched a cross platform campaign centred on broken screens.

In newsbrands, the headline ‘Oops’ creative included a media-first: a translucent double cover wrap on Metro. The first layer of the wrap created the effect of broken glass, while the second layer was branded with ‘Oops’; an execution which clearly conveyed O2’s simple quick fix to broken screens. Overall, 2.7 million people were exposed to the cover wrap.

The campaign also included OOH placements, with custom ‘broken’ looking sites targeting commuters around transport hubs.

The campaign received widespread coverage within the trade press and created direct interaction with O2’s social platforms.


The wrap with Metro was great for the launch across the Oops campaign as it gave us an opportunity to be creative with our executions in an additional channel, alongside the OOH, and really generate a buzz around the new offering.

Rich Bown, senior media and creative manager, O2