Our brief was to make GoThinkBig famous amongst 16-24 year olds. The O2 sponsored portal helps give young people a foot up on the career ladder by providing incredible work experience placements.
So we made the first official music video created by young people on work experience, starring Rizzle Kicks.
The campaign punched far above its weight and resulted in O2's biggest PR story for the year.
To help on the hunt for a shiny new role we set ourselves the brief of showcasing our lateral thinking to the advertising industry.
With a demo of an interactive light box in our book we were quickly snapped up by VCCP. Once onboard we worked alongside the digital team to turn the demo into a fully-fledged product, and then released it as a PR campaign for the agency.
Building on our campaign the previous year, our brief was to make GoThinkBig famous amongst 16-24 year olds. The O2 sponsored portal helps give young people a foot up on the career ladder by providing incredible work experience placements.
We’d already made a music video, so this year we made the music. Disco legend Nile Rodgers led the recording sessions, with the help of Rudimental. Having seen our previous campaign he gave us free reign with his entire back catalogue. An amazing gesture and an amazing opportunity.
O2 4G can’t compete on speed, but they do have a lot of great content. Upgrading to 4G makes it possible to get all this content on the go. A shift not unlike when TV went from black and white to colour. With a nod to this, our idea: ‘glorious 4G’.
Bulbs and bright neon tube lights gave us a vehicle to bring some serious Technicolor to the blue world of O2. A neat lockup of the ‘4’ and ‘G’ created a piece of branding that could be applied to everything. The campaign launched with a citywide 4G takeover. A Plan B launch gig was streamed live to YouTube and digital screens across London. The logo then went on to appear in animated shop window displays, print, on packaging and in national and local O2 4G TV spots written by other teams in the agency.
With the majority of sponsorship activity happening around Twickenham, how could O2 engage armchair fans during the Six Nations?
We created O2 Matchday. A dual screen experience bringing you closer to the action with a live link to the referee as well as real time stats and insight.
There’s a widely held belief that Volkswagens are more expensive than most competitors.
The ‘true life cost’ of a car is a figure calculated from all of the costs of the car over a fixed length of time. We created a miniature interactive village through which visitors could roughly calculate the true life costs of various aspects of their life: family, fun, holidays, food, home and of course, a Volkswagen car, showing that the little things really do add up over time, but Volkswagen is on the case.
O2 wanted to create a digital-led idea to support the re-launch of the ‘Be more dog’ TV campaign. Mass engagement was key.
We devised a quiz that let people discover just how dog they’d become since the beginning of the campaign. Our simple binary image test was fast and fun. At the end you were awarded with your dog breed and results percentage. It was all fronted by the hero cat of the campaign, in the guise of a classic quiz show host.
It's still going strong with over 2,000,000 plays to date.
The launch campaign for the Up! was very simple. We needed to let people know that this new small Volkswagen was cleverly compact. This thought needed to run through all the work in clever and playful ways.
Outdoor headlines were written with a dose of Volkswagen good humour. All of the print work was art directed to make the car seem as small as possible. Being dwarfed by the headlines upped the cute factor.
In 2013 VCCP took home Campaign’s agency of the year award. We wanted to do something to celebrate.
Most of the beer served at award ceremonies is like piss (and the quality served to employees in agencies isn't that great either). We decided to launch the VCCP Brewery in an effort to fix these travesties.
Late Shift was created as an in-house beer for creatives burning the midnight oil. The IPA and Campaign Big beers were sent out to agencies as a good luck gesture in the afternoon before the ceremonies.
How can we get Volkswagen fans to tell other drivers just how great the Tiguan is?
Introducing The People’s Reviewer. An innovative social media campaign for the Tiguan. The premise was simple: tell us how you would review the Tiguan, if enough people like your ideas you’ll get the chance to keep one for a week and build your campaign to win one for ever. Each contestant was given tips to make the most out of Twitter, YouTube, Facebook and Flickr to get the votes coming in.
We needed to reconnect drivers with their childhood memories of cars and the thrill of driving fast.
The GTi Project was built around a 30ft by 25ft Scalextric track. The cars are exact replicas built to 1:43 scale and raced against the backdrop of a very stylized model city made up from over 200 buildings. As well as being a lot of fun to play it was a real trip down memory lane for our target market.
Drench needed a customer activation campaign that embodied the brand platform of 'smarter hydration'. The idea would have to drive engagement and amplify the ATL idea of a clever fish.
Our strategy was to deliver an on-pack promotion that used the pack itself as an interactive tool to bring the idea of smarter hydration to life. Promotional bottles featured a special marker pointing to the stay drenched website. Users found themselves peering into the Drench tank, trying to outwit Mr Memory in an augmented reality game. Winning a prize pack meant using your head, literally
O2 wanted us to create some buzz around their Black Friday deals. Not easy when every electronics retailer is promising ever lower prices.
Our solution was to put the price in the hands of the consumer. We created Price Crash. Using O2's website visitors could choose when to cash out and bag a bargain on a constantly changing selection of tech. It was a test of nerve. It worked. So much so the site crashed.
Old ways of compare had become very out of dates. We needed new ways to motivate more meerkat comparison amongst internet peoples.
Our solution, the Comparemabob! New fangle comparison engine that bring Comparethemeerkat into 21st century.
Sergei electrocute himself 63.5 times in bringing Comparemabob to you (I lock him up for so many weeks in lab. He begin to smell like muskrat).