Oops (we did it again) - another brand extension story from O2

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

The Story of Oops

This is the story of how a proposition and communcation idea born of a simple, untapped insight into people's emotional relationships with their phones drove exceptional results.

In the lead up to the all important iPhone launch, the market was increasingly competitive and O2's most distinctive products were being aped.

This is the story of how O2 created something unique that helped them stand out from the crowd and punch above its weight.

As we neared the middle of 2017, O2 faced a big challenge...

Market conditions were tougher than ever with increasing competition from old...

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