The September release of the new iPhone is like a second Christmas for Telcos. It stimulates the whole market and provides huge volume and value opportunities.
1) Prime market ahead on new iphone launch to favour 02
2) Drive IPhone upgrades
3) Drive uptake of ‘oops’ tarriff (20GB +)
Ahead of upgrade seasons and new handset launches the category is awash with promotions and offers, it’s a cacophony of sales techniques.
Over the last three years, the UK racked up an astonishing £1bn repair bill for cracked mobile phone screens whilst 45% of broken screens go unrepaired. O2 listened, and took a stand: making free screen repairs a core market proposition for the first time, anywhere
For many screen cover can feel like something they probably won’t need, and a rather dry benefit. But when they experience or see it happening then it has strong emotional resonance – it wasn’t about communicating a message but the feeling.
People see the category as increasingly commoditised with price a significant factor. O2 stands for the simple essentials – like oxygen – we could rise above the crowd by being simple and delivering what consumers need not a host of sales messages.
Our strategy was to communicate a feeling.
You know that feeling when you drop your phone, pick it up, hope it isn’t, turn it over and... “Oh shit. Screens cracked”.
The ASA wouldn’t let the creative message be “oh shit”. That was translated as “Oops”. So, the challenge we set ourselves was this: “Can the MEDIA communicate that “oh shit” feeling where the message can’t?”
We focused on communicating the ‘oops’ moment. It didn’t need long explanations, or lots of rational product messaging. Our solution simply presented
a universally-relatable moment – a cracked screen – and let the audience fill in the gaps.
This insight translated into ‘smash everything’ as a media idea. We ‘broke’ billboards, ‘punched through’ paper and ‘trashed’ digital media. We used lenticular technology to create the illusion of cracked screens. Our DEPs ‘rolled’ phones down escalators. Unmissable Press formats focused on a single- minded message. And by making every media encounter an Oops moment, the physical executions and simple messaging dovetailed delivering authentic stand out.
Leveraging content was also key to our strategy to help drive engagement. This was a topic that everyone could relate to and there was huge volumes of UGC across the web showcasing people’s phone smashing moments. We aligned O2 to this content to be the brand with the solution to these nightmare, but often comical moments. This helped drive earned media and pushed our media budget to work even harder against the clutter.
The core of our campaign was OOH – where so many incidents happen. We ran a national campaign focusing in urban areas with a mix of formats to surround the audience with cracked screens any time or place.
We optimised frequency vs our high value audiences with strategically picked, high impact sites – such as the Shoreditch Triangle.
We used lenticular technology to create the illusion of cracked screens.
Our DEPs ‘rolled’ phones down escalators.
Unmissable Press formats focused on a single-minded message.
And by making every media encounter an Oops moment, the physical executions and simple messaging dovetailed delivering authentic stand out.
We encouraged UGC, inviting people to tell the world about their hilarious ‘oops’ moments, an idea ramped up for Friday 13th with a snapchat filter inviting people to ‘smash’ their own screen. Turns out people like smashing stuff when there’s no consequence!
Elsewhere, Facebook and Instagram stories gave custom audiences tailored ‘Oops’ moments; a Jukin Media partnership helped people understand real life consequences, like when your phone slips out of your hand when you throw your arms in the air at a gig.
We also used our All4 partnership to create a bespoke Ad Pause, so users’ screens looked smashed whenever they paused the content.
Clever buying also enabled us to overlap this standout message with our trading activity using dual placements. This helped us successfully tell our story from consideration through to buy and ensured the O2 brand was armed and ready for battle.