Creative in association withGear Seven

Catch Some Exclusive Stardust with O2's Magical Priority Promo

Advertising Agency
London, UK
VCCP helps the mobile network inspire customers to do more of the things they love with an integrated campaign
This summer, O2 is inspiring their customers to do more of the things they love with a collection of invite-only moments available on Priority. The brand-new campaign from VCCP compares the magic of Priority with the feeling of catching some stardust, encouraging customers to make the most of exclusive experiences available every day.

The first TV advert, with a soundtrack by Tom Grennan covering ‘City of Stars’ will air on Love Island and Celebrity Juice on July 5th, as well as other prime time slots over the coming weeks, including 8 Out of 10 Cats and The Voice Kids Final.

The spot sees the UK stopped in its tracks as stars shower down from the cosmos, with people catching stardust in the form of exclusive invitations. The magical cinematic creative will also appear across a selection of iconic out of home sites across nationwide, video on demand and social media.

Customers can truly immerse themselves in the campaign with some innovative social executions, including catching their own stardust with an augmented reality Snap Lens on Snapchat. Whilst on Facebook, customers can also discover the moments most relevant to them with the help of a dedicated Priority Bot on Facebook Messenger.

The exciting campaign launches with a refreshed look and feel of Priority, plus new customer-led features on the app, such as a ‘Just for you’ section; a combination of AI and machine learning where customers will be presented with perks and experiences that are most relevant to them based on their interests and what they have engaged with in the past. Customers will also be able to select their preferences of the top three things they like to do, with others, and what they would like to do more of – tailoring the most relevant moments and creating the ultimate personalised experience.

Rachel Swift, brand director, O2 said: “Today we celebrate the relaunch of Priority, with a completely new app design and new personalised invite-only moments based on our customers’ preferences. This campaign brings to life how our customers feel more alive with Priority, supported with regular exclusive experiences from a fantastic range of new and existing partners.”
Agency / Creative
Post Production / VFX