A multimillion pound through-the-line campaign has been developed by
VCCP to support the launch of O2’s new tariff called ‘Your O2 Numbers’, unique to its pre-pay customers.
The £4m campaign breaks with a 30 second TV on most major networks and will be supported by a heavyweight outdoor, radio and magazine presence. There will also be online and in-store promotional activity.
‘Your O2 Numbers’ is inspired by the thought that there are certain numbers we all call or text that are more important than others and deserve this recognition. This mini-network of those with whom we communicate most often is at the heart of the new product. ‘Your O2 Numbers’ gives the customer 1,000 minutes or texts to ten O2 numbers of their choice, usually family and key members of their day-to-day social group, for only £5 a month.
The campaign’s creative is based around the premise that certain eleven digit numbers (of which there are 90 billion in the world) have a special meaning.
The TV ad is a fresh approach for O2 ads and depicts various images of people that are complied from a cornucopia of numbers. Each image reflects different emotional aspects of social networking and the benefits each of us receive from phoning close friends and family: one number calms things down (calm face); one number loves to stir (a person whispering in another’s ear); one number never opens up (silhouette of a man sitting with arms akimbo); one number never shuts up (animated man); one number won’t breath a word (girl with a single finger raised to her lips).
The voice of O2, Sean Bean, concludes the voice over of the ads with the words: ‘Only a few numbers really count and only you know which’.
Michael Sugden, Managing Partner of VCCP says: “The launch campaign is based around the idea that certain eleven digit numbers have a special meaning to us; they connect us to the ones we value the most. The campaign is both emotive and pragmatic.”
The outdoor campaign takes the emotional aspect of the TV ads and visually interprets them into a single image..
The creative from VCCP is by Nathaniel White and Ben Daly, and media buying was by Zenithoptimedia.
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