During the September release of the new iPhone 8, O2 was looking to win the battle for share of market for lucrative iPhone customers.
IT’S A CRAZY BUN FIGHT between mobile operators! (TOTAL CAT ANNUAL SPEND OVER £300m!!!) Everybody wants to get noticed and get remembered.
On top of this, new entrants Sky and BT had been ramping up spend and O2’s spend had been decreasing so our SOV was 25% down YoY*. We couldn’t rely on spend alone to generate the stand out needed. We needed something to drive buzz and earned media.
Our previous lead prop had focused on our ‘Yearly Upgrade Programme’, this was rooted in giving consumers that ‘new phone feeling’ every year. But increasingly, competitors were now also playing in this space, offering various upgrade programmes in different guises and it was becoming difficult to stand out.
So we needed a fresh proposition that would help O2 stand out while still playing off our insight around that ‘new phone feeling’.
Everyone knows that smashed screen phone feeling. But the expense of replacing screens also means that 45% of people don’t feel they’re worth fixing.
A Free Screen Replacement prop would give O2 customers the opportunity to have that new phone feeling even after a nasty accident. It also provided a new way to stand out vs the competitors offering customers something nobody else did.
So instead of joining the price battle we took a unique prop and blew the market apart
We delivered unmissable impact through dramatically demonstrating the fear of smashing your phone in every media placement possible. The ‘Oops’ creative provided a distinct message that could be leveraged through visual media and in turn help fuel our earned media.
The simplicity meant we weren’t reliant on expensive 60s TV spots and instead we focused paid budget across bespoke OOH and press formats. OOH not only gave us scale but also the instant nature of the channel enabled the message to land immediately. The stand out placements were mirrored in owned Retail channels, helping to differentiate O2 from the telco clutter of offer led messaging.
Through Press and OOH we were also able to identify environments and titles that indexed heaviest vs our core iPhone audience to help prime O2 for the ‘Apple battle’ the new handset launched.
Given the relatable nature of this topic we noticed huge volumes of existing UGC across the web showcasing people’s accidents with their phones. We strategically aligned O2 to this content to position O2 as the solution to those distressing phone smashing moments.
We focused our owned comms on priming in market iPhone audience as we were able to use our customer data to identify those most likely to upgrade. The message ran on Announcement day to help deliver a key reason to buy on O2 when the new iPhone would dominate the news.
The phasing of our strategy was also fundamental to success: we launched the campaign 4 weeks prior to the iPhone launch day taking into account the 4-week lag on brand consideration. We also tactically overlapped our brand activity with ‘dual placement’ buys in press and OOH on key iPhone launch dates so we had the freedom to talk about the O2 brand message without the restrictions from Apple .
In OOH we tailored every format possible to dramatize Oops moments. Bespoke special builds were created to make it look as though the billboards themselves had had Oops moments. We ran digital escalator panels to illustrate a phone tumbling down the stairs. And we ran lenticular screens on digital 6 sheets to further demonstrate the illusion of a smashed screen.
We did print in an unmissable way. We used stand our formats – wraps and DPSs, to showcase the simple message and to cut through the clutter.
We invited people to create their own cracked screens via a bespoke Snaplens across the unluckiest day of the year – Friday the 13th October.
We also used custom audiences across Facebook and Instagram Stories to deliver tailored content around ‘Oops’ moments, A buy with Jukin Media gave us access to existing relevant and entertaining UGC across the web, perfectly aligning the O2 message to moments people could relate to in a highly engaging way.
We also leveraged our All4 (payTV) partnership and created a bespoke Adpause unit that gave the effect of a smashed screen whenever the user paused the content.
TV for the first time was not our primary channel, so we focused budget on shorter second lengths 30s/ 10s.
Retail was used to deliver further impact in the high street and drive people in store.
Dual placement buys in Press and OOH during iPhone pre-order and on sale dates also helped us successfully tell our story.
VCCP – creative agency
Lida – Customer comms agency