O2 Celebrates New Platform Launch Bubl with TikTok Campaign

O2, the UK’s No 1 network, has marked the arrival of its new brand platform, Bubl, by taking the ever-helpful robot to the realms of TikTok. In the first ever robot dance on TikTok, O2 launched the O2BublDance Duet Competition on Thursday 17th September to showcase how O2 is there to help you whenever – even when its learning the latest dance routine.

The 15 second dance was developed with a top TikTok choreographer to craft the robotic moves before being transformed in to a 3D animation with Bubl. Generating 89,872 views to the #O2BublDance hashtag, 688 entries and a total of 58,418 engagements in just its first day live, the competition – which gives entrants the chance to win a Samsung Galaxy Note20 Ultra 5G - has already been a hit. The campaign kicked off with influencer posts, including Perri Kiely, Chase End and Ashley Roberts to raise initial interest and widespread awareness alongside a paid-campaign with TikTok including Top View, media buys and the Branded Hashtag Challenge.

A through-the-line campaign, the TikTok dance was also turned in to a hologram for PR. Launched with media-favourites AJ and Curtis Pritchard, the holograms were beamed across the London skyline. Captured in video and photographic form, all public dancers were sent their holographic version to showcase how O2 goes one-step further in giving its customers the very best experiences. O2 has also launched a full-length version of the song from its advertising campaign, You & Me Song by Joy Crookes. The song is proving to be hugely popular, already hitting number 14 in the Shazam charts.

Nina Bibby, CMO, O2 said: “Our TikTok dance duet is the first ever robot dance duet on the platform, and is certainly the first-time people have been able to take to the skies to take on a dance routine. We wanted to showcase the spectacular moves that have already appeared on TikTok in the biggest and most exciting way possible. And what better than in London’s jaw-dropping night sky as dance and TV stars, AJ and Curtis, as well as the world biggest dance influencers are immortalised as holograms competing for the latest Samsung phone.

“As the UK’s No.1 network we’re committed to putting customers first. Bubl is the perfect embodiment of this, and we hope by launching this TikTok competition, and beaming our entrants up into the stars in the night sky, the nation can see that we are always looking at new ways to surprise and delight our customers – going one step further to be the best network for them.”

A physical representation of the O2 brand, Bubl, takes the form of a loyal and reliable blue robot helping ensure customers have the best possible service, experiences and interactions with O2, showcasing the many ways that it makes customers feel special. Just like the network, Bubl is there whenever required, whether that’s doing everyday things that people don’t even think about needing the network for, through to doing business on the move, or streaming the latest must-see TV series.

A major through the line campaign, other channels include social, VOD radio and across O2’s 450 retail stores. The campaign is also supported through innovative social activity which includes a TikTok partnership, which will see the launch of the world’s first robot dance on the platform. The activity will also include a creative PR amplification – more of which will appear in the coming weeks. 

The O2 network campaign runs from 7th September to 31st October 2020.  For more information on O2’s network click here.