On 20th August O2 is launching a multi million pound integrated campaign for their first personal finance products – the Cash Manager and Load & Go cards. The O2 Money cards, launched in partnership with NatWest, are two completely fee free pre-paid Visa cards, which will help people better manage their spending money by never going overdrawn and with real-time balance alerts sent to their mobile phones. Created by VCCP, the campaign highlights the benefits of the products with an uplifting creative route that shows customers in control of their money.
The core campaign idea ‘Your money is in your hands” is brought to life using exciting street magic techniques to demonstrate the product features and benefits. The 40” TV ads are a series of sleight of hand manouvres co designed by popular street magician Dynamo.
The TV spot is supported by cinema, press, retail, online and direct marketing.
“We have a big job to do in establishing O2 in this new market and communicating the benefits of these ground-breaking new financial products,” said Alistair Johnston, Marketing Director at O2. “This is a suitably significant campaign using all of the channels available to us. Certainly within the prepaid cards market there has never been a marketing campaign on this scale before.”
Louisa Fielding, Partner at VCCP, says “Money management is especially important for people at the moment, and these new products are a fantastic way for customers to stay on top of their spending. We wanted the campaign to feel fresh, positive and empowering – and the sleight of hand techniques are a great way to demonstrate the product benefits.”
Project name: O2 Money
Client: Will Kemble-Clarkson
Brief: Launch the new O2 Money cards
Creative agency: VCCP
Agency Producer: Lucy Russell / Kitty Hackney
Copywriter: Veryan Prigg
Art director: Kieran Knight
Planner: Cat Wiles / Louisa Fielding
Media Agency: Zenith Optimedia
Media planner: Hannah Lury
Production Company: Moxie Pictures
Director: Rupert Jones
Post-production: MPC
Audio post-production: FactoryStudios
Exposure: TV,Cinema, Press, Retail, Online, Direct
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For further information please contact Michael Sugden, Managing Partner at VCCP on 020 7592 9331 or visit www.vccp.com
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK. VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Standard Life, Muller, Texaco, Jordan’s and COI. The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Launching The O2 now the world’s most popular entertainment venue
• Winnin the Muller Corner advertising account
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Launching the award winning Texaco ‘Hector’ Road Safety campaign
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
