The pandemic crisis has brought most of the world to a halt, at least when it comes to planning and the most social activities. Arguably, we have stopped doing the simplest of things too – like buying a new piece of technology or enjoying the thought of escaping to a beautiful holiday on the beach.
To help consumers "unpause their lives" in Corona times, O2 has partnered with VCCP for an adorable spot featuring the brand's beloved robot, Bubl, with the aim of reigniting excitement for technology.
Today we are getting Behind the Idea to learn more about this lovely campaign, a beacon of optimism when it's certainly most needed.
What was the brief?
To shine a light on O2’s commitment to offer its customers the latest technology at great value.
How did the initial pitch/brainstorming phase go?
We began by identifying a universal human insight – that life felt like it was on pause. We’d stopped making big decisions, planning ahead, even doing things as simple (and as enjoyable) as buying a new phone. How could we break this sense of inertia with the excitement that new technology brings?
Tell us more about the concept. How did it come to life, and why was it the right choice?
For us, this was two-fold. We wanted to show how you could get the best of life as the nation began thinking about lockdown lifting, with O2 offering low prices on the latest technology. But also, how we could use the brand character, the O2 robot Bubl within the campaign. This is where we looked all the different interactions Bubl could play within the advert as the literal embodiment of the brand; the ever-helpful robot who provides the best possible service and experience on O2’s network.
What was the production process like? What was the biggest challenge?
The majority of the shoot was planned virtually, with minimum numbers on set as safety was always a top priority. Actually, the planning never stopped. Throughout the whole process, we regularly reviewed every possible scenario to ensure we were mitigating any risks with a dedicated Covid support team – it was all accounted for. The advert was shot mid-January, so one of the other challenges we had was competing with short wintery days with varying weather conditions. One moment we had perfect skies and sunshine, and the next cold rain and bitter winds! There were definitely times we all felt for the main actor having to sport a dressing gown.
What is one funny or notable thing that happened during the production of the campaign?
As part of the campaign, we took to Tik Tok to create a Branded Effect AR Lens where users could create their own secret handshake with Bubl and cement their own relationship with the character. However before we went live on Tik Tok as a team we all had a go at testing the Lens where it became apparent quite quickly that Bubl and our creators have far better coordination and rhythm than any of us! We’ll be sticking to the day job.
What’s the main message of the campaign and why does it matter?
Ultimately the message we wanted to land was “Don’t Miss Out”. This matters because despite the uncertainty of the current times, we want customers to be able to make the most of the present and enjoy everything that a new handset, tablet or accessory has to offer. Complete with low prices, available on O2.
What is one unique aspect of the campaign?
With O2’s rich history in music, we’re always looking to support up and coming artists, including on our advert soundtracks. For this particular campaign, we used a song from English producer and composer Wilma Archer, and American rapper, Vritra where we created limited edition vinyls. This helped to generate further excitement and buzz when the advert launched, where we ran a competition on social media for customers to win their own signed version.
How long did it take from inception to delivery?
Around three months.
What do you hope it achieves for the brand?
We want this campaign to ultimately show how O2 can help customers get the most of technology at great prices. This is also the third outing of the brand character Bubl, where we think it’s the blue robot’s cutest outing yet.
Credit list for the campaign?
Creative agency: VCCP
Media agency: Havas