O2 Priority – image recognition

 

Brief: Bring to life the ATL Priority campaign and create a compelling entry mechanic for New Years Eve competition.

Idea: Use a combination of image recognition and image processing technology to actually open the door in the ad. O2 customers can use their phones to snap the ad wherever they see it – online, in press, billboards and on TV and send the shot into a shortcode. We then recognise the word Priority and replace that section of the image with either a Christmassy version or a New Year version. Recipients of the New Year version won tickets to the gig of their choice at the O2 on New Years Eve.

Christmas

Awards: Creative showcase runner up

O2 Batak Duel

 

 

Brief: Bring to life the proposition – ‘Prepare for glory’.

Idea: The strategy was to focus on the build up to the game, give O2 customers access to the banter behind the scenes and showcase the players skills with a simple game we could re-create at games and online.

Awards: Creative Showcase Runner-up

Fill the Indigo2

Brief: To raise the profile of the smaller Indigo2 venue within the O2 Arena and get O2 customers connecting with each other. 

Idea: We created a form of popularity contest where customers could mine their social networks to create the biggest guestlist possible. At stake was the whole of the 2500 capacity venue for you and your friends, you could pick the guestlist, choose the supporting acts and have the whole place decorated as you chose. Oh, and we flew in Moby, Mylo and Anders Trentemoller to DJ. All you had to do was get your friends to MMS a headshot and we filled a virtual venue with your friends, or friends of friends, or their friends…

Awards: Creative Showcase Winner, Creative Circle Bronze

Staffblaster

Brief: The hardest brief of the year – agency Christmas card. Create something that gives clients a smile, captures the agencies spirit and hopefully generates a bit of buzz.

Idea: December being the least productive month of the year, we decided to create a little motivation for the ais worker bee’s to get in on time during party season. Clients could monitor reception via three live webcams, they then took control of a real life snow machine and opened fire on any late comers as they came through the door. Punctuality was up, clients were happy and we won a One Show Silver pencil for it too.

Awards: Caples Gold, Campaign Big finalist, One Show Silver and MCCA Best runner up

O2 Stareout

 

Brief: Create some online content that will get people talking and interacting with O2 as England Rugby shirt sponsors. The work had to be consistent with the ATL idea of Never Surrender. 

Idea: A world first, an innovative use of webcam technology to allow visitors to have a ‘real’ stareout with stars of the team. The feed from the users camera is constantly checked for colour variations which allowed us to catch any blinks and the players stares were all shown ‘as live’ so there was a real sense of a physical challenge.

Awards: Silver Caples Award, Bronze Cannes Lion, Creative Circle Bronze, shortlisted for One Show and New York Festivals, Creative Showcase, PM Awards Finalist and MCCA Best winner.

Blueroom

 

The blueroom is a long term project for O2. We were tasked with creating a home for all the disparate sponsorship properties that O2 is involved with. The aim is to create an emotional connection with customers and move away from the traditional mobile networks reliance on offers and handsets.

Awards: IPA Effectiveness Gold

Barnardos Campaign

Brief: To create a campaign highlighting the plight of young carers. As an agency we created a DR TV advert as well as landing pages and an online advertising campaign.

Idea: We used the familiar Outlook interfaces to highlight the many tasks and responsibilities faced by young carers throughout the day. All the executions showed the ‘real’ time in the ad and dynamically served different copy lines dependant on the time of day. So for example, a user seeing the ad mid-afternoon would see the following: “Right now, Daniel is picking up his sister from school and heading home to look after mum.”

The ‘Time’ executions showed the ‘real’ time in the ad and dynamically served different copy lines dependant on the time of day. So for example, a user seeing the ad mid-afternoon would see the following: “Right now, Daniel is picking up his sister from school and heading home to look after mum.”

Its your O2

 Brief: To create a microsite to support the ATL proposition “It’s your O2”.

Idea: We created a site where users could tell us their dream and create a bubble to represent it. The most interesting entry was rewarded with £10,000 to make their dream come true.