On 18th May O2 launch a £5 million integrated campaign targeting families. The campaign sees the introduction of a new product, the O2 Joggler, a multi functional digital device that can help organise families’ lives through its shared online calendar and other helpful functions. Created by VCCP, the campaign demonstrates the benefit of the O2 Joggler by comparing it to the family fridge door – a space that has always been used to post reminders, dates, appointments for the whole family.
The campaign consists of social media, TV, cinema, press and online. For the social media element VCCP and O2 have employed a Mum to write a blog about how technology can help family life run more smoothly. ‘Mum-e’ will interact with online mums and families to share her thoughts about the latest technologies and the impact they have on family life. This is a new approach which will touch many of the social networks and reach a wider family audience.
Set on the fridge door, the 40” TV ad shows a family of fridge magnet characters collecting all the reminders and post it notes and loading them all into the O2 Joggler which is sat neatly on the kitchen worktop. The family demonstrate how the shared online calendar on the O2 Joggler can store all those reminders and then text you when appointments are coming up.
Matt Rantell at VCCP says, ‘Family life today is more hectic than ever and the O2 Joggler is a fantastic new bit of kit that, as well as look good, can help you organise family life. This campaign brings some of those benefits to life in a charming, distinctive, O2 way that will resonate with those who will find it most useful.’
The campaign launches on 18th May. You can visit Mum-e at www.mum-e.co.uk
Credits (as appropriate depending on media): Project name: O2 Joggler
Client: O2
Brief: Launch the new O2 Joggler
Creative agency: VCCP
Agency Producer: Laura Cooper
Copywriter: Richard Connell
Art director: Clement Woodward
Planner: Cat Wiles
Account Director: Matt Rantell
Media Agency: Zenith Optimedia
Media planner: Nicola Davey / Hannah Lury
Media Spend: £5m
Production Company: Independent
Director: Pes
Post-production:MPC
Exposure: TV, Cinema, Press, Online, Social Media
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For further information please contact Sarah Adamson 020 7952 7478, saraha@vccp.com
Editors Notes:
An integrated communications agency, VCCP has a well earned reputation as one of the most innovative agency forces working in the UK. Clients include O2, Comparethemarket, Muller, COI, and London Olympics 2012.
Recent activities include:
• Creating the most talked about campaign of 2009 with comparethemarket.com’s launch of Aleksandr the meerkat
• Launching two new Muller campaigns for Muller Rice and Muller Corners.
• Launching ICON, a new agency which combines the best of PR, advertising and digital.
• Being awarded for our work for the Government’s high profile Alcohol Harm Reduction campaign
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
