ABOUT

What was asked of us
TCC were tasked with coming up with an experiential campaign to launch O2’s new and improved, Custom Plans and at the same time let O2 customers know Apple’s new iPhone XS is hitting the shelves.

What we did
With O2 Custom Plans empowering shoppers to create a contract that’s as individual as they are, we knew we had to create an in-store experience that was as equally individual. For just over a month, selected O2 stores up and down the country became momentous hubs of personalisation, celebrating everything that makes O2 customers distinctive, unique and one-of-a-kind. From 3D-printed mini-yous to bespoke built, human-sized pin-art walls, the ‘As Individual As You Are’ campaign delved into all aspects of the customer journey, pushing innovation, in-store practice and even creating some industry firsts along the way.

3D Printing
Standing out from the crowd, the ‘ultimate-selfie’ part to the campaign quickly got the high-street talking. Never seen in a store before, customers were given the opportunity to get their very own 3D-printed figurine when pre-ordering the new Apple iPhone. Using the latest innovation and technological advancements, shopper’s likeness was recreated in a 3D-colour infused sandstone composite with startling accuracy and intricate detail. All aspects of the process was done in-store from the initial, digital customer scan to onsite retouching, 3D printing, colour and finish. Oh, and packaging too.

Pin-art wall
It wasn’t just launch-weekend that saw all the action. O2 were also looking for an ‘always on’ activation that could run unmanned, yet still drive awareness to potential customers. For this, we decided to resurrect a childhood favourite and created a number of bespoke, human-sized pin-art walls that allowed customers to celebrate their individualism in a way no-one was expecting. From scamp to fruition, each wall took around 2 weeks to build and contained nearly 1000 movable pins. The units were in-store for the remainder of the campaign and people were encouraged to share their masterpieces with friends and family via social.

Interactive screens
If 3D-printing and human-sized pin-art walls wasn’t enough, the ‘As Individual As You Are’ campaign brought interactive, digital screens into the mix as well. Introducing customisable seflie-screens allowed shoppers to take pictures and show their flare and style by striking a pose and designing their photo just the way they want it. Screens were deployed at additional locations within the O2 estate helping further the campaign push and strengthening the promotion.

Print
Traditional media was also given the creative treatment adding mirror film to an already impactful, branded design. Whilst customers learnt about O2 Custom Plans their reflection could be seen within the artwork and thus the connection between customer and a plan. Device in hand? Apple’s new iPhone XS of course.

Giveaways

Social
Facebook was used to spread the word and promote the campaign. Posts used geo-tagging and audience profiling to appear on our target audience’s feed and inform them of an O2 experience nearest to them. The likes of Westfield and Intu shopping centres also leant us their followers and helped tell the story.

Results
The results were a resounding vindication of the strategy: 358 iPhones were sold in activity store on launch day, while all across all stores there was a doubling in footfall - in one, there was a 504% increase. And across O2, the promotion was met with widespread engagement as staff whole-heartedly bought into the concept.

Agency: TCC.
Production: iMakr, Candy Mechanics & Atom Ltd.
Photography: Video2Web.