O2's Cute Reliable Robot Comes to Everyone's Rescue in Bold Brand Platform Launch
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Conceptualised by VCCP, the new TV campaign is also supported through innovative social activity including a TikTok partnership
O2, the UK’s number one network, today launches a bold new creative platform showcasing how it continues to be there for its customers. This new positioning is a return to O2’s roots; a brand and business that’s obsessed with putting customers first, building on its industry leading levels of customer loyalty through a completely new creative direction with the introduction of Bubl.
The embodiment 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 needed, 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.
The new brand platform launches with a multi-million pound, fully-integrated advertising campaign centred on a network story, shining a light on the fact that being connected to each other and the things we love has never been more essential in people’s lives. With executions for both consumers and SMB, the campaign creates connections on an emotional level, demonstrating how O2 is there for customers, whenever needed, and celebrating the importance of connectivity.
Nina Bibby, CMO, O2, said: “As the UK’s number one network, we’re committed to putting customers first. So we wanted to bring this to life and showcase what makes O2 so special. Bubl forms the perfect embodiment of our core values, showcasing just how much we are there for our customers – from our network to our customer support – and we hope this resonates strongly to help others understand all the benefits of being on O2.”
The new campaign began on Monday 7th September with OOH placements across the UK, followed by localised versions across O2 5G hotspots. The campaign will also feature innovative OOH formats such as 3D special builds in locations such as Birmingham, London’s Westfield White City and Manchester’s Northern Quarter, which will see the largest special build of all featuring a five metre high Bubl.
The campaign then went live across all platforms from 12th September. Taking a customer centric approach to channels, the activity begins with animated social formats going live as people wake up in the morning, additional OOH appearing as they go about their day and then on TV launching as they settle down to their evening’s entertainment.
The 60 second and 30 second TV spots tells the stories of people who rely on the network in big and small ways. It begins with a scene in a park showing two young adults trying to meet for the first time. The film follows the story of other protagonists and their need for connectivity – from needing directions when they’re lost, to calling a cab when they missed the last train. The story also touches on the importance of the network for small businesses. Throughout the stories, Bubl is always there, one step ahead, actively helping get people back on their way and demonstrating the value and benefits of mobile connectivity.
Across the campaign O2 has supercharged its famous bubble assets to demonstrate how essential the network is, representing connectivity as digital oxygen. This is highlighted through Bubl’s bubble blowing antenna which indicates they are communicating with the network.
O2’s strong visual identity is supported by its recently introduced sonic branding, continuing its commitment to using music and sound as part of its brand expression. Demonstrating its commitment to helping customers the strapline: “We’re here for you, whenever you need us”, runs throughout the campaign.
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.
Executive Creative Director: Darren Bailes
Creative Director: David Masterman
Creatives: Pip Bishop & Chris Hodgkiss
Digital Creative Director: Jon Bancroft
Social Associate Creative Director: Sophie Payne
Social Creatives: Geneva Stanton, Caroline Denby
Business Director: Sonia Gilchrist
Social Senior Account Director: Alex Dalman
CX Senior Account Director: Sally Henderson
Account Director: Emma Russell
Account Managers: Xi Yin Chen, Rebecca Snaith, Howie Birch
Account Executive: Ness Burns, Fionn O’Doherty
Planning Director: Jenny Nichols
Senior Planner: Alex Scott-Malden
Social Senior Planner: Gemma Clark
Creative Producer: Yasmin Akhavan
TV Producer: Edmund Thorn
Digital Producers: Ravi Patel, Bobby Parmer, Latisha Marius-Palmer