The Challenge
Raise awareness of O2 as a destination for buying gifts while also driving people to O2's in-store tech experts (O2 Gurus), a genuine differentiator between O2 and competitors.
The Approach
In partnership with teams across the agency, we created a campaign called:
Merry Christmas*
*Subject to giving the right gift.
Print, radio, and in-store ads used headlines and subtext to land the messaging.
For VOD and social, we created :15 and :20 films that brought to life the subtext by adding voice overs of reactions in gift recipient's heads. We'll also be running a "strangest gift" competition, where fans send in the strangest gifts they've given or received for the chance to win something a bit better - tech sold by O2.
We also created a :30 VOD that focused on O2 Gurus, along with magic social assets that will run on Facebook and Twitter starting in December.
The Results
The spots are currently running on VOD and are live across O2's social channels. Results are pending.