TitleBe More Dog
Agency
Editing Company
Campaign Be More Dog
Advertiser O2
Brand O2

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Business SectorSubscribers Only
LanguageEnglish
TaglineSubscribers Only
Type Television
Length
SoundtrackSubscribers Only
Post Production ..e M...ng P....re C....ny Subscribers Only
Music Q...n Subscribers Only
Executive Creative Director
Art Director ..n D..y Subscribers Only
Art Director E...s T...es Subscribers Only
Copywriter
Copywriter D...el Glo......mes Subscribers Only
Director K...h Sc.....ld Subscribers Only
Director of Photography
Producer S....ey O'....or Subscribers Only
Executive Producer S...ha Sh....rd Subscribers Only
Agency Producer

About VCCP

Part of VCCP’s success has come from its longstanding dedication to its ten founding principles. They were established at launch to be the antithesis to all the frustrations the founders had experienced at other advertising agencies. It means we spend less time managing and more time thinking. 

Be Un-precious
Brilliant ideas come from openness.

Be Responsible
Great teams take responsibility for each other.

Be On Time
Deliver on time, or earlier.

Be Lean
Small motivated teams achieve the best results.

Be Clear
Its easy to complicate, it's difficult to simplify.

Be Approachable
Listen to whoever wants to speak to you.

Be Happy
Enjoy work.

Be Honest
Keep open books and admit mistakes.

Be Proud
Take pride in the work we produce.

Be Fast
Delay is corrosive, energy is infectious. 

Latest News

Snapping up brand love

Over the course of the last year Snapchat has firmly established itself as one of the most pivotal platforms for brands targeting millennial customers. The most premium ab-buy on the app, the ‘sponsored lens’, provides a format that people not only actively engage with – but also tend to enthusiastically share with friends.

For those who might not use Snapchat, a ‘sponsored lens’ is essentially just a creative filter which employs object-recognition technology to personalise a selfie with a branded animation. According to Business Insider, approximately 30 million snaps each day are now decorated with creative filters of all kinds (not just sponsored lenses) – up from the 10 million figure reported earlier this year. Two brands which have leveraged the sponsored lens to great effect are the sports drink ‘Gatorade’ and the American fast-food chain ‘Taco Bell’.

For Superbowl 2016, Gatorade partnered with Snapchat to position itself at the centre of the match day hype. The iconic post-match tradition of dumping a cooler of Gatorade over their winning coach was brought to life with a highly entertaining sponsored lens. This timely execution allowed fans to showcase their support in an innovative way and was subsequently rewarded with 165 million views and a 8.3% lift in purchase intent. The execution also currently holds the record for longest engagement time with a sponsored lens – it was interacted with for an average of 30 seconds by each user who sent it on to their friends.

serena-snapchat

More recently however, Taco Bell racked up a record amount of views for their sponsored lens which celebrated Cinco de Mayo by turning people’s heads into a giant taco shell. Snapchat has reported that the lens received 224 million views in just one day with the average user playing with the ad for 24 seconds before sharing it with fiends. In terms of unique plays—or the number of times individual people interacted with the ad—the campaign generated an estimated 12.5 years’ worth of play in a single day.

Taco bell - snap chat

So what have we learned about the power of the sponsored lens? In sum, when it’s executed correctly, it can have an unrivaled impact in terms of recruiting new brand ambassadors. However, the medium is clearly better suited to certain brand personalities and still has a somewhat limited capacity to land specific messages. For the moment, the focus just appears to be on propelling brand awareness to new heights.

The post Snapping up brand love appeared first on VCCP.

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