London, 23rd August 2024 – Virgin Media O2 has unveiled the latest chapter in its ‘Only O2’ campaign series, showcasing the unparalleled flexibility of its Switch Up feature. Created in partnership with VCCP London, the ‘Only O2/Switch Up’ campaign emphasises the unique benefit that allows customers to upgrade their phones every 90 days without the need to settle the remainder of their existing contract.
The centerpiece of the campaign is a 40-second film, set to air tonight at 8pm during ITV1’s Coronation Street. The narrative follows Bubl, Virgin Media O2’s beloved mascot, as it joins a running club. The film spotlights Sophie, a runner who impresses her friends by showing up with a brand-new phone at every meet-up, thanks to the Switch Up feature. Bubl accompanies Sophie throughout her runs, from timing her laps to sharing in her excitement as she effortlessly swaps to the latest devices.
To maintain the campaign’s authentic feel, the film was crafted by VCCP’s global content studio, Girl&Bear, in collaboration with renowned directors Will Lovelace and Dylan Southern of thirtytwo. The duo, celebrated for their work on music documentaries such as Meet Me in the Bathroom and Shut Up and Play the Hits, have directed all three films in the ‘Only O2’ series, including the earlier ‘Priority’ and ‘Roaming’ chapters.
Simon Valcarcel, Marketing Director at Virgin Media O2, commented on the campaign’s focus: “Flexibility is at the heart of our Switch Up offering. We wanted to showcase this freedom in a relatable, real-world context, demonstrating how O2 customers can stay ahead with the latest technology without the usual constraints.”
David Masterman, Deputy Executive Creative Director at VCCP, added, “We all know someone who always needs the latest phone. Switch Up is the perfect perk for them.”
The campaign is set to run across multiple platforms, including TV, cinema, video-on-demand, online video, social media, print, radio, retail, and in-app communications, with media planning and buying handled by MG OMD and customer communication by Rapp. The campaign will continue until 27th October, ensuring widespread exposure and engagement.
Watch the 40-second campaign film and explore additional campaign materials.
