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O2 Embraces Brightness with Exclusive Lockdown Lifting Experiences from Priority

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Here Comes Brighter campaign from VCCP features exclusive track from award winning artist Anne-Marie and producers Rudimental and House Gospel Choir on backing vocals

O2 Embraces Brightness with Exclusive Lockdown Lifting Experiences from Priority

O2 today launched a new campaign aimed at showcasing how it’s helping customers get the most out of post lock down life with Priority.  The fully integrated, Here Comes Brighter campaign launches as the nation hits peak excitement ahead of the latest easing of restrictions due on Monday 17th May.

Here Comes Brighter builds upon the concept that after a year of missed moments the nation is finally able to look forward and enjoy the prospect of sunnier days ahead.  And, as people begin to take life off pause, O2 is there to help customers make the most out of every moment with exclusive experiences through Priority.  Priority rewards available during the campaign include incredible savings at Booking.com, 60 days free Joe Wicks, The Body Coach fitness and meal plans, Virgin Experience Days from £10, and Greggs: Get a free Bacon, Omelette, or Sausage Breakfast Roll or a Sausage Roll or Vegan Sausage Roll every Friday or Saturday.  And Priority Tickets, giving customers early access to gigs at O2 venues and thousands of other shows up to 48 hours before general release.

The campaign leads with a 60 second TV ad, with a hero spot during Coronation Street on ITV. With a focus on positivity, the ad shows how the nation is preparing for lockdown lifting. From small businesses and entertainment venues preparing to re-open, through to friends and families reuniting, it shows the many ways that people are looking forward to a fun filled summer together. And of course, the ad features Bubl, O2’s loveable robot, helping everyone as they prepare to embrace their newfound freedom. 

The ad also features an exclusive track with vocals by Brit award nominated recording artist - Anne Marie -  and guest feature vocals from The House Gospel Choir, produced by multi award winning artists and producers Rudimental. Together they have re-recorded the track ‘Ooh Child’. Featuring lyrics such as “things are gonna get easier….things’ll get brighter…” the uplifting song is the perfect soundtrack to the summer.  

Recognising the huge pent up demand for the return of live experiences, and demonstrating O2’s ongoing commitment to live music, the campaign will be amplified across O2 Academy venues. Replacing the bespoke ‘this is just an interval’ artwork that was created during the first lockdown, the new artwork will reflect the excitement and positivity using lyrics from Ooh Child.  

Here Comes Brighter also embraces an innovative new social media activation to continue the theme of positivity with a creative partnership with Icon House, one of the biggest TikTok content creator collectives in the UK. The six Creators have been tasked with creating creative and native content for Icon House & O2’s TikTok and Instagram accounts, including support for the O2 TikTok challenge. Launching on Sunday 16th May, the O2 TikTok challenge will encourage people to show how they will come back brighter. By sharing a video using #O2HereComesBrighter participants will have a chance to win a year of gigs.

The fully integrated campaign will run throughout the summer across a range of channels including OOH, audio, online and retail. Here Comes Brighter will also see O2 testing a new OLV format, GoodLoop.  Aimed at driving impactful video formats, the activity continues the musical theme with each 50% view of the 20” Priority Tickets spot generating a donation to music therapy charity, Nordoff Robbins.

Nina Bibby, CMO, O2, said: “For many 2020 was a year of missed moments but now we are finally able to look forward again.  As the sense of anticipation builds across the nation, we want to celebrate that sense of optimism and show customers how we’ll be helping them make the most out of lockdown lifting.  From the return of live experiences, through to holidays and days out with friends and families, our range of exclusive Priority rewards gives customers access to amazing experiences at each stage of the UK’s gradual return to normality.”

Priority is exclusive to O2 customers and brings a collection of invite-only moments to help them do more of the things they love.

From exclusive treats and experiences, to early access to the most sought-after tickets in entertainment.

Customers can download the Priority app via the app store, or by texting PRIORITY to 2020. For more information, search Priority on O2.

Terms and conditions apply. Offers subject to availability. Visit here for further information. 


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Agency 

Advertising Agency: VCCP

PR: Hope&Glory PR

Media Buying: Havas

Creative 

Executive Creative Director: Darren Bailes

Creative Director: Dave Masterman

Digital Creative Director: Jon Bancroft 

Associate Creative Director: Ben Hopkins & Morten Legarth

Creatives: Adam Arber & Austin Richards, Amy Taylor & Louise Organ, Geneva Stanton, Ellie Foster Middleton, Eleanor Weitzer 

Design Director: Dave Green, Adam Edwards, Lee Bodell

Head of O2: Rose Bartel

Business Director: Alex Gluck, Alex Dalman

Account Director: Xi Chen, Charlotte Powell, Stephen Adams

Group Planning Director: Jenny Nichols

Senior Planner: Hannah Martin

Planner: Camila Toro, Patrick Sullivan

Senior Creative Producer: Giselle Sambrook-Smith

Senior TV Producer: Carly Parris

TV Production Assistant & Radio Producer: Rosie Good

Digital Project Manager: Anthony Grace 

Head of Integrated Production: Ryan O’Kane 

Retail Producer: Katy Dale

Production

TV Production Company: Knucklehead

Director: Maceo Frost

Production Company Producer: Francis Mildmay-White

Director of Photography: Joel Honeywell

Location Manager: Tom Asquith

Production Designer: Tom Wales

Editor: Dan Sherwin, Final Cut

Producer: Frankie Elster, Final Cut

Sound Engineer: Sam Ashwell, 750mph 

Producer: Martin Critchley, 750mph 

Music Supervision: Kate Young, Laura Harrison, Daniel Payne - Soho Music

Executive Producer: Dafydd Upsdell, MPC 

Colourist: Matthieu Toullet, MPC

VFX 2D Lead: Tom Harding, MPC

CG Supervisor: Anthony Bloor, MPC

CG Animation Lead: Chris Welsby, MPC

Project Manager: Pat Williams, Stanley’s Post

Project Manager: Paul Stokeo, Stanley’s Post

Photography, Retouching and CGI: Antony Crossfield in collaboration with Stanley's Post

Street Art & Graffiti Collective: Alex Harvey, Blank Walls

Categories: Utilities, Mobile Network

VCCP, Fri, 14 May 2021 11:29:55 GMT