Challenges Tackled

For many mobile users, a cracked screen is an expensive and frustrating issue. O2 wanted to stand out in the competitive mobile market by addressing this common pain point with a compelling customer service and marketing initiative.

Strategic Breakthroughs

O2 became the first UK network to offer a free screen replacement for customers who purchased a handset on a selected tariff. The campaign was designed to highlight this unique benefit while reinforcing the brand’s "More for you" positioning.

The Creative Idea

The campaign focused on the "Oops moment"—that instant of panic when a phone slips and the screen shatters. Using everyday scenarios, the ads depicted how easily accidents happen and how O2 provides a simple solution.

Key Deliverables

• TV Ad: A ten-second spot showcasing relatable phone-dropping moments.
• Social Media: Instagram Stories, GIFs, a Snapchat Lens, and a competition encouraging customers to share their "Oops" moments for a chance to win free screen repairs.
• Outdoor Advertising:
  • Teaser campaign with broken billboards across London.
  • Lenticular screens at Waterloo and St Pancras stations, simulating phone screens cracking as commuters walked past.
  • Lenticular window displays in O2 stores.
• Print Campaign: Featured in Metro and other major publications.

Outcomes & Achievements

The campaign successfully generated buzz, with social media engagement highlighting real-life "Oops" moments. O2’s broken billboard stunt sparked conversation, even leading some to believe the damage was real. By offering a solution to a common and costly problem, O2 reinforced its commitment to customer care and strengthened its market position.

Team

Jonny Ford - Creative Director - Copywriter
George Harvey - Creative Director - Art Direction & Design