O2 has today (31 March) launched its latest ‘Switch Up’ campaign to let customers know that they can switch to a new phone at any time – with the telecom firm paying off their current contract.
Developed with agency of record VCCP, the campaign premieres the telecom firm’s new brand ethos ‘See What You Can Do’, bringing to the fore the freedom and flexibility it offers its customers.
Featuring O2’s star blue robot Bubl, assets will be led by a 40-second hero spot that shows a woman making the most of the ‘Switch Up’ feature at the most unexpected moments. Helped by Bubl, this leads to series of comic incidents such as a wedding cake being obliterated and a dentist’s appointment being severely disrupted.
With a media strategy planned by MG OMD, O2 has created bespoke advertising partnerships with ITV1 (ahead of tomorrow’s Saturday Night Takeaway) alongside EasyJet Holidays and Google Pixel.
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“We’re putting our customers in control, giving them the ultimate freedom and choice to choose a new phone when it suits them,” Virgin Media O2 director brand and marketing, Simon Groves said.
“At a time of so much uncertainty, we want to make it easier for people to get their hands on the latest and most popular phones whenever it suits them, and continue to breakdown the barriers of rigid phone contracts, giving customers the freedom to decide what they want, when they want it.”
Running through to 11 May, the campaign will be supported by a concerted out-of-home push, bespoke social media posts, ‘disruptive’ linear radio and digital audio ads, retail activations and online video.
VCCP London creative director, Kimberley Gill added: “Having the option to choose if and when you want to have an upgrade is exciting. You have the power and when you say so, you will have a new phone in your hands. Switch Up puts the customer first and we are thrilled to work on a campaign that challenges industry standards.”
