With the UK's COP26 and ever-increasing scrutiny on the environment and sustainability, O2 needed to highlight its goal of being carbon net zero by 2025 - without being seen as 'greenwashing'. A truly Meaningful Media campaign, our big idea was to deliver O2’s greenest campaign ever. We launched our campaign offensive atop the heightened cultural backdrop of Earth Day and produced the first ever sustainable Audio campaign. We proudly paraded our message of O2 vs. CO2 in OOH with carbon-converting paint and our trusty Bubl character dutifully scrubbed away the C on hero sites across the UK. We successfully drove brand appeal and strengthened O2’s environmental responsibility credentials. Our OOH carbon conversion equated to removal of 1,220grammes of NOx per day. We successfully landed O2’s strong message to commit to net zero carbon by 2025.
With sustainability and community under the spotlight, our brief was to raise awareness of giffgaff’s Refurbished Handset proposition and the “Check Your Draws!” media campaign was born. Aiming to mobilise individuals to recycle their old mobiles and engage with the circular economy, we leant into giffgaff’s community value and selected LADbible and Musician Manga Saint Hilare as front man. A humorous hero video triggered people into checking for old phones, supported by five short-form videos across LADbible’s social channels that served to educate people about the e-waste problem. On Black Friday we took over the LADbible site with display ads directing people to “give back” via the ‘Check Your Drawers’ campaign hub and recycle or gift their old phone for good by donating to charity. This campaign content reached 15.5m people over the Black Friday period, of which 50% are now more motivated to recycle their handsets. As a result, giffgaff now leads the category on levels of advocacy and are now synonymous as the destination for refurbished handsets.
Domino’s has long been the UK’s favourite pizza brand, but were negatively impacted by Covid and an increasingly competitive landscape. Our task was to help maintain weekly orders and market share as restrictions lifted, drive app downloads, increase monthly app usage and drive brand consideration. We positioned Domino’s as the ultimate accompaniment for getting back together with friends and family by owning the post-lockdown reunion moment. VCCP's memorable yodel (Domino-hoo-hoo) was a metaphor for getting the gang back together, as well as the new group-ordering functionality on the app. We supercharged our media 1+ reach immediately, using TV, OOH, Radio and Digital, adding impact and memorability with 5” yodel “blipverts”, 3D yodelling OOH special builds, murals and a mobile skin that reacted to a user’s yodel (UK media first), twitch partnerships and linking up with key cultural moments led to epic results: 67% increase in app downloads to over 50,000 and active users also increased by 42% a month.
Strong supporters of the LGBTQ+ community, Starbuck's wanted to re-address the imbalance of marginalised individuals' its representation in advertising. Research highlighted the transgender community's journey of self-identity was being negatively impacted by being ‘dead-named’. However, Starbucks had become a place where they could comfortably trial the use of their chosen name, often for the first time. The #WhatsYourName ATL campaign epitomised this signature Starbucks act. Key to the success of this campaign was the partnership with young transgender support charity, Mermaids, winning a £1m airtime slot with Channel 4, OOH features and top tier coverage in BBC News to name a few – which heroed an interview with Sonja, a young transgender person who would later feature in the campaign creative. We succeeded in bringing to light the experience of dead-naming to the masses. We delivered 42,000+ engagements, 164% increase in calls for support for the Mermaid’s helpline and £100,000 Mermaid donations received from Cookie sales.