O2 encourages passers-by to “GO Green” with Out of Home as part of its new priority campaign
O2 is one brand that certainly hasn’t let lockdown prevent it from putting its best foot forward with Out of Home. Further strengthening its return to OOH, O2 has launched its latest Priority campaign GO – designed to ignite excitement and adventure amongst audiences returning outdoors.
With Go Green, O2 took the campaign to the great outdoors – Shoreditch high street. The billboard was created using recycled posters and live foliage and highlights the benefits of living a greener life.
At the bottom of the billboard, passers-by are encouraged to interact with the campaign and rip off parts of the poster, made from wildflower seed paper, to take away and plant at home. Even the carbon on this campaign was offset, making GO Green as environmentally friendly as possible.
Literally thinking outside of the boundaries of the OOH box, the campaign aims to get re-emerging audiences to try something new whilst reminding them that being an O2 Priority member can provide them with exclusive experiences and more. For the GO Green week of the campaign, Priority members will be offered exclusive gardening related rewards, a living wall tutorial and various prizes available in the O2 app.
Driving additional engagement throughout the GO campaign, The Marketing Store and O2 have created a mini content series that will be housed on the Priority app with a weekly drop aligned to each headline activity. Social media and OOH planning and buying for the overall campaign was executed by Havas Media Group and Talon.
Jay Young, Head of Creative Solutions, Talon said:
“O2 are the first of many brands planning a return to OOH with a creative bang. We’ve burst out of the poster, engaged customers on the street and all the while stayed absolutely true to the campaign message. A strong and simple message on a big outdoor stage!”
With the weather looking glorious and Britain’s high streets getting increasingly busy as lockdown restrictions ease, O2 harnesses OOH’s unique positioning for targeting re-emerging audiences and paves the way for advertisers planning a return to OOH.