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 & new players

It had been a tough few years for O2 in the telecommunications market.

However, halfway through 2017, competition had reached boiling point in the form of old and new players.

O2 was fighting off aggressive new competition from Sky (the UK's largest advertiser) who launched Sky Mobile in January 2017, as well as increased pressure from existing competitors like BT (who had increased their spend by about 20% YOY), Vodafone & EE.