O2 is shining a lightweight on knowledge poverty and elevating consciousness of the Nationwide Databank as a part of its new Christmas marketing campaign, launching at this time with company of file VCCP.
Virgin Media O2 based the Nationwide Databank in 2021 with main digital inclusion charity, Good Issues Basis, which offers free O2 cell knowledge, texts and calls to these in want.
Ofcom estimates there are at present round two million households dwelling in knowledge poverty, the place individuals are unable to get on-line and perform on a regular basis duties – from reserving appointments to doing homework and crucially, staying in contact with family members.
The brand new built-in marketing campaign is led by an emotive 60” movie, airing tonight throughout Huge Brother on ITV1, which depicts actual world eventualities of individuals in knowledge poverty, highlighting the difficulties of life with out cell knowledge, which has develop into important to on a regular basis life. The scenes portrayed are impressed by actual folks’s tales and embody a younger man working in a kitchen who struggles to finish his research resulting from an absence of information, a father and daughter who’re unable to stream one thing to observe whereas they’re on a coach journey and a girl exterior a laundrette struggling to remain in contact with family members.
To display how O2 is supporting folks in want by way of the Nationwide Databank, the movie reveals snowflakes manufactured from SIM playing cards gently falling from the sky into the arms of those that had been disconnected, displaying how they will get on-line with free O2 knowledge.
To focus on the tales of these experiencing knowledge poverty, VCCP’s world content material creation studio, Woman&Bear, labored with award-winning director Stefanie Soho and SMUGGLER, with The Mill engaged on VFX. This helped to ship the message in a easy, sincere and transferring manner – illustrating each the need of information and the sensation folks get when assistance is at hand. The movie is ready to the music ‘Snowfall’ by Ingrid Michaelson.
As well as, the marketing campaign touchdown web page has been cleverly designed and constructed as a zero-rated webpage which is exempt from any knowledge prices so it’s accessible to these experiencing knowledge poverty. By way of this webpage, these in want can discover their nearest O2 retailer to entry free cell knowledge. This was constructed by VCCP’s digital expertise company Bernadette, with the clear viewers want at its coronary heart.
Simon Valcarcel, advertising director at Virgin Media O2, stated: “With round two million households now experiencing knowledge poverty, we needed to make use of our platform this festive season to share the realities of not having knowledge in an sincere and relatable manner, whereas elevating consciousness of the help out there by way of the Nationwide Databank. By way of this marketing campaign, we hope to encourage folks throughout the nation to unfold the phrase that these in want can get free O2 cell knowledge from their nearest O2 retailer.”
David Masterman, deputy govt inventive director at VCCP, added: “It’s straightforward to take with no consideration, however knowledge is a vital utility. It’s essential to e book physician’s appointments, for teenagers to do homework, so a lot of our day after day actions – we needed to deliver this to life on this marketing campaign by telling these tales and pointing folks in the correct path to get help from O2.”
That is the third time that O2 has spotlighted the Nationwide Databank in its ATL Christmas marketing campaign, beforehand the focus in Bubl Military and Snowgran.
The marketing campaign launches at this time throughout Cinema, TV, VOD, On-line, OOH, Social, Radio and Retail, and can run till the thirty first of December. Media planning and shopping for has been led by MG OMD.
