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.
Advertising Agency: VCCP
PR: Hope&Glory PR
Media Buying: Havas
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
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
Category: Mobile Network , Utilities