Advertising

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Behind the Idea: Catching creative stardust for O2

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A recent ad for UK telco O2 promotes the brand’s Priority scheme, which offers a variety of exclusive experiences for customers.

The spot sees a series of shooting stars travel through the sky before being caught by O2 customers’ phones, representing the power of the brand's rewards scheme.

Jim Capp, creative director at VCCP, which created the work, talks about how the idea grew as well as the Hollywood-inspired music.

 

What was the brief?

O2 Priority is a rewards app which provides customers with exclusive experiences and offers. Our brief was to show how Priority makes you feel special, every day. 

 

How did the initial conversations go?

We initially pitched it with Perry Como’s 1950s song Catch a falling star with a cover by Adam & The Ants. We then came across the City of Stars track and everyone instantly fell in love with it and the concept of creating a new and unique version.

 

Tell us about the concept?

Priority delivers a bit of magic to your phone, every day. We liked the idea of dramatising wishes coming true for O2 customers by people catching the falling stars with their phones. We then worked with Henry Hobson, MJZ and The Mill to figure out a way to bring it to life, without being too twee or Disney-like.

 

What was the biggest challenge?

It was great fun but involved long night shoots. In the UK it doesn’t get dark until about 10pm in the summer, and then it’s light again by 4am, so there was a lot to shoot in a short amount of time.

There was a tricky moment in the woods at 3am when we didn’t think we would be able to launch the drone because of the rain. Eventually, we had a 15-minute dry window to get the shot, and thankfully did.

 

What’s the main message of the ad? 

Not everyone knows that Priority offers more than just [music gig] tickets. There’s a whole host of new Priority experiences available exclusively for O2 customers, including free fitness classes with Move GB, Secret Cinema tickets and half price entry to Alton Towers.

 

What’s the most interesting fact about the work?

We re-recorded a La La Land track, City of Stars, with Tom Grennan. It’s a great cover of a great song and the hook is a real ear worm. The reaction has been so positive it’s going to be released as a single.

 

How long did the ad take to make?

We had super-fast turnaround on this one. It was eight weeks from concept to being on air. 

 

What do you hope it achieves for the brand?

To be known as a brand that delivers unforgettable experiences for its customers. 

 

How satisfying is it to have released the ad? 

It was a quick turnaround and involved a huge team working extremely hard, so it’s great to see it out and getting such a positive reaction.

 

 

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