Thumbells
O2 gets us fit for 4G.
The brief
Tease the launch of O2’s 4G offering with something that would heighten awareness of a launch announcement that would come three days later.
The strategy
Do something visually and videographically “odd” that would be compelling enough for media to want to use it. The sense that an O2 announcement was on its way would make it relevant and tie the editorial copy back to the message we wanted to get across.
The idea
Creating “Thumbells” – dumbbells for your thumbs – claiming that we were helping people get “Fit for 4G”. A photo-shoot and a Rocky-pastiche video later we were ready to take them to media.
The results
The Daily Telegraph put Thumbells on its front page and the coverage rolled from there. BBC News Online, the Independent, Daily Mail, T3, HuffPo, TechRadar, Digital Spy… in all 66 pieces of coverage from a smart idea.
Credits
Client: O2
Agency: Hope and Glory