Today, O2 launches its latest ‘Switch Up’ campaign with UK agency of record, VCCP London, to celebrate that new and existing customers can switch to a new phone whenever it suits them, and O2 will pay off their current contract.
O2’s latest ‘Switch Up’ campaign showcases how easy it is for customers to say yes to new and exciting technology whenever it suits them, meaning they don’t have to stick with the same phone until the end of their contract.
With Switch Up, O2 is challenging the category standard of rigid mobile contracts, and is giving customers the ultimate freedom and choice. The integrated campaign also premieres its new brand ethos - ‘See what you can do’ - which encapsulates its mission to give its customers the freedom to cater to their own needs and to free themselves from outdated industry conventions.
At the heart of this campaign is O2’s much loved blue robot, Bubl, who appears even at the most unexpected times or places reminding customers that they can switch to a new device. “Even now!”
Planned by media agency partner, MG OMD, O2 has partnered with ITV1 for a special ad break which will take place during this Saturday Night Takeaway. Bubl will surprise viewers by jumping out of bespoke ITV1 introductions in the breaks, to remind viewers how easily they can get a new phone and reinforcing the disruptive campaign message. In addition to the ITV partnership, O2 has also partnered with easyJet holidays and Google Pixel, whose existing adverts will be placed for Bubl to burst through and surprise the audience with the opportunity to Switch Up.
MG OMD’s media strategy has been planned to complement the creative and emulate the disruptive nature of the market-leading proposition across all touch points. High exposure channels are supported by OOH sites that use the visuals of Bubl bursting out of gallery paintings, drum sets and even birthday cakes. As well as social posts that will be bespoke to the different platforms and display posts that will use standout formats such as InScreen expendables. Linear radio and digital audio will be used to disrupt users while they are listening.
The 40” hero film was directed by award-winning director, Dave Laden, and features a woman and Bubl trying out the O2 Switch Up offering in different comical scenarios. The film begins off with her cooking in her kitchen while on the phone. She says “So I can choose when I get a new phone with O2 Switch Up? “Like now?” as she walks over to the freezer and opens it and Bubl pops up and hands her a new phone. Bubl then surprises her with a new phone in various situations. From martial arts practice, in a club queue, at the dentist and at a dog's birthday party. The final frames show her performing an ultrasound before saying “Not now”.
For the music, O2 worked with Trait to create a sound that elevates the moment when Bubl appears. The music builds up to complement the comedic nature of the film and is catchy so that it sticks in people’s minds. O2 wanted a sonic device which sounded funny, slightly off the wall and irreverent, basically dramatising the weirdness of Bubl appearing in all sorts of odd locations, from sinks to giant hairdos. A big part of the inspiration for the sound was the promotional language itself, specifically the word 'NOW'.
Simon Groves, Director Brand and Marketing at Virgin Media O2 said: “We’re putting our customers in control, giving them the ultimate freedom and choice to choose a new phone when it suits them. At a time of so much uncertainty, we want to make it easier for people to get their hands on the latest and most popular phones whenever it suits them, and continue to breakdown the barriers of rigid phone contracts, giving customers the freedom to decide what they want, when they want it.”
Kimberley Gill, Creative Director at VCCP London added: “Having the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards.”
The integrated campaign will run in the UK from today until 11th May on TV, OOH, Digital and linear audio, social, retail and OLV. Media has been planned and executed by Manning Gottlieb OMD. PR is supported by Hope and Glory and customer communication is done by Rapp.