Shoppers get to Be More Dog at Christmas in Bluewater
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O2 has brought its ‘Be more dog’ campaign to life with an experiential activation in Bluewater shopping centre. Promoting Priority Moments, the campaign gives shoppers access to exclusive deals during the busy Christmas shopping season.
The campaign forms part of a fourteen month deal between Telefonica (O2) and Lendlease (Bluewater) which has seen experiential activity happening at key times throughout the year, and is supported by extensive on-site media space and advertising. Brokered by brand experience agency Circle Agency, it includes a three-year deal to provide free O2Wifi, available to all shoppers.
Sharon Reid, Priority head of in-life management, explains: “Our Christmas activity at Bluewater ties into our current ATL creative, ‘Be more dog this Christmas’. It provides an unexpected experience for shoppers allowing them to channel their inner dog, get stuck in and have some fun with the brand.
“We have built a giant ‘unwrapped Christmas present’ in the centre of Bluewater’s Guild Hall area. The experience that waits inside the gift is typical of the unique experiences available from the O2 Priority App.”
The winter forest scene inside is home to the O2 ‘Snowball Challenge’. Bluewater guests are invited inside and tasked with using premium artificial snow – which looks and feels extremely authentic – to mould ‘real’ snowballs. They are each given the opportunity to knock over four targets within a set period of time. Winners are rewarded with a Priority treat from O2.
“We wanted to give our customers a unique experience, and one that represented the ‘Be more dog’ attitude,” continues Reid. “And who doesn’t love throwing a few snowballs? Winners are rewarded with a treat from one of our Priority partners within the centre; The Bodyshop, Models Own, Cocoba and Millies Cookies, so everyone can witness first-hand the benefits of using O2 Priority.”
Claire Stokes, managing director, Circle Agency comments: “Our team has worked really hard throughout the year to build relationships with retailers within the Bluewater estate. The Priority app provides a brilliant opportunity for retailers to drive footfall into their store, for the centre to add value to the guest experience and of course for O2 to provide value to their customers. We have been able to capitalise on the partnership to encourage some fantastic offers, unique to Bluewater guests.
“While the partnership has run throughout the year, Christmas was always going to be a key time for us. We want to capitalise on the heavy increase in footfall over the holiday period, however, it is often difficult to stand out and interrupt shoppers at this time of year. We needed to catch shoppers’ attention and the giant present has done that beautifully. Bluewater guests, young and old are queuing up to take part in the Snowball Challenge and providing O2 with the perfect opportunity to demonstrate the Priority app.”
In order to amplify the reach of the campaign, O2 is using Circle’s custom-built social photo mechanic, Event Pix™ which has been capturing all of the action via digital cameras inside the experience. Once guests have taken part, they are offered the opportunity to share their photos via their own social channels. The O2 Angels are on hand to demonstrate how the PM app works and point out the offers available throughout the centre.
The campaign has run for a month and ends on 22nd December.
