VCCP builds intrigue for O2 Europe launch

Vallance Carruthers Coleman Priest has unveiled its pre-launch work for the imminent European debut of O2 - BT's demerged and rebranded mobile communications division

The campaign is the first from the agency since it surprised the industry by taking the £40 million O2 account from Abbott Mead Vickers BBDO in February.

A national TV and poster campaign breaks this week, and will aim to build intrigue and awareness for the launch of O2 across key European markets from 1 May. It will be followed by a pan-European branding push in two weeks.

Media planning is through PHD. Media buying for outdoor is through Outdoor Connections, with television buying through The Allmond Partnership.

VCCP's creative work draws heavily on the O2 brand identity created by Lambie-Nairn. The 96-sheet posters feature a blue background with a stream of bubbles, accompanied by the copy: "The new current of mobile communications O2". The TV campaign comprises two five-second top and tail spots, one of which states: "May will see the start of something new."

VCCP's campaign will be adapted by Viag Interkom in Germany, Telfort Mobiel in The Netherlands and Digifone in Ireland, to run in their respective markets.

Ian Priest, a founding partner of VCCP, said: "This marks the birth of two new and exciting companies - O2 and VCCP."

The campaign was written and art directed by the creative team Peter and Paul Murphy. The creative director was Rooney Carruthers, and the TV spots were directed by Daniel Barber through Rose Hackney Barber.

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