Role Creative Director Digital
Client O2
Campaign.
How might we create a cohesive campaign that communicates the new flexibility of O2's Refresh tariff?
Change phones as often as phones change.
O2, a leading UK telecommunications provider, was set to introduce a groundbreaking new tariff that promised new flexibility for its customers. Recognising they needed a major campaign to launch this product, O2 sought to create an engaging and dynamic campaign that would capture the essence of the new tariff and communicate its benefits effectively
💡Getting creative
Web started with a series of brainstorming sessions, where numerous ideas were put on the table. The goal was to find a concept that could vividly illustrate the flexibility of the tariff. To determine the best direction, the team created prototypes and tested them with focus groups. The feedback revealing valuable insights: metaphorical concepts were appreciated for clarity but were seen as predictable; modular ideas intrigued the tech-savvy but confused others; dynamic ecosystems captured attention but were criticized for being hard to grasp.
Realizing the need for a balance between dynamism and clarity. This led to the idea of a single substrate that could morph and change, embodying the flexibility of the tariff. The team envisioned a versatile substance that could take on different forms and shapes, seamlessly transitioning between various states. This concept was chosen for its potential to be both visually engaging and symbolically rich. Initial prototypes were developed and focus groups reacted positively, finding the morphing substance captivating and easy to understand.
💡Going big with bigger results
With the morphing substance finalised, the campaign was executed across multi-channels. The main campaign assets were rolled out across digital, print, tv, outdoor and in store. The campaign was a tremendous success, achieving its objectives and more. There was a significant rise in brand awareness and recognition for the Refresh tariff with substantial growth in subscriptions, exceeding initial targets.
The creative journey to create the campaign was marked by extensive creative exploration and testing. By embracing an iterative approach and continually refining ideas, the team developed a dynamic and cohesive visual concept that resonated with the target audience.
💡Personal learnings
This project marked a turning point. What really captured my interest was the product — the tariff itself and how it could truly benefit people — selling it was meh. This shift made me question if I should do advertising and ultimately led to my decision to move away from it entirely. Yes advertising is fun but this project taught me that my passion lies in shaping and enhancing products, not just in how they're presented.
