Solution

We wanted to deliver the best possible experience across a range of different digital channels, letting the campaign transform and grow to make the most of each one. We focussed on the ‘look’ of this sleek new phone with LED lights shining through its unusual white shell, while exploring the functionality inside (with a music focus).

Firstly a handset identity was created to complement the O2 brand, while appealing to a young ‘in crowd’. The LED lights were combined with a music theme to design animated start up / shut down screens and wallpapers, as well as an ‘in handset’ experience tutorial.

This sleeker, edgier style for O2 was continued into social networking sites with a ‘teaser’ film and a page on Freewebs offering a Cocoon widget able to sit across multiple social networking sites, enabling friends to code and decode messages to each other. We also partnered with the Ministry of Sound to create a digital music player, promoting it with a DJ playing a 30 minute set using two O2 Cocoons live at the Ministry. Finally, display advertising needed to tie in with the above the line idea, so their natural imagery was used to create beautiful display advertising to appeal to a slightly older audience.