O2 runs 'broken' billboards to show off screen replacement offer

Mobile brand O2 dialled in plenty of attention last week when it placed five apparently broken billboards across the country to create buzz around its offer of free screen replacment on new phones.

O2 runs 'broken' billboards to show off screen replacement offer

The stunt involved buying four modified billboards in London and one in Liverpool – some have been surrounded by safety barriers to heighten the 'accidental' feel.

Twitter users have debated whether these were deliberately displayed in this way.

However, tweets from O2 itself and outdoor media owner Primesight make it clear that this was a planned effect.

The stunt is understood to be the first stage in a new campaign for O2, which is likely to involve creative agency VCCP and PR partner Hope&Glory among others.

A version of this article was first published by PRWeek

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).