| Titulo | Oops |
| Brief | How many times do you drop your phone and pray you haven’t cracked the screen? Thank goodness for O2's unique Free Screen Replacement service. This was brought to life by using every possible screen-based and screen-shaped media, providing a literal demonstration of smashed screens and generating plenty of buzz. Truly a cracking use of media. |
| Agência |
Havas Media Network UK
|
| Campanha |
Oops
|
| Anunciante |
O2
|
| Marca |
O2 Free Screen Replacement on smartphones
|
| Posted | Novembro 2018 |
| Sector Empresarial | Serviços de telefone móvel
|
| História | The Oops campaign was created with the audience in mind first. How many times do you drop your phone hoping you haven’t cracked your screen? The ‘Free Screen Replacement’ prop delivered a human benefit in line with a genuine insight and it also gave O2 a unique point of difference vs the competition. The strategy was designed to activate the prop in the most stand out and impactful way. We used every possible screen based and screen shaped media across owned retail and paid to provide a literal demonstration of smashed screens resulting in huge buzz, proven positive shifts on brand metrics post campaign and even a tweet from Sir Alan Sugar. The campaign was so successful a further £1.5m was invested to support a 2nd burst of activity, providing crucial brand air cover for the iPhone X launch. Our ‘cracking’ use of media shows how a simple message, creatively executed can deliver not only fame but also put us ahead of our competitors at a crucial time.We delivered unmissable impact through dramatically demonstrating the fear of smashing your phone in every media placement possible. The ‘Oops’ creative provided a distinct message that could be leveraged through visual media and in turn help fuel our earned media.The simplicity meant we weren’t reliant on expensive 60s TV spots and instead we focused paid budget across bespoke OOH and press formatsWe also used custom audiences across Facebook and Instagram Stories to deliver tailored content around ‘Oops’ moments. |
| Problema | Free Screen Replacement on smartphones. The ‘Free Screen Replacement’ prop delivered a human benefit in line with a genuine insight and it also gave O2 a unique point of difference vs the competition, you break it, we fix it, for free. |
| Tipo de Mídia |
Case Study
|
| Media and Creative Agency (& City) |
Havas Media UK (London)
|
| Creative Agency |
VCCP (London)
|