O2’s Bubl was introduced in 2020. The cute blue robots represent the friendliness and helpfulness of the brand. This Christmas, he has enlisted an army of friends to connect the unconnected. The campaign, We’re better, connected, by VCCP London, promotes the UK rollout of the National Databank, launched by Virgin Media O2 and Good Things Foundation to help tackle data poverty. The National Databank provides a central hub where community groups can access free data voucher codes and SIM cards for anyone who needs them. Following a three-month pilot, O2 has pledged to donate even more free mobile data to those who need it. The company has pledged to gift 10GB of O2 data to the National Databank with every plan purchased between November 1 and January 31, unlocking free mobile data for those in need. The initiative responds to data which showed that 1.5 million homes in the UK currently without internet access.
VCCP’s 60-second hero film contains all the wonderful Christmas elements – magic, generosity, joy and caring and made its TV debut on Friday November 12 during Gogglebox on Channel 4.
Simon Groves, director of brand & marcomms at Virgin Media O2, stated, “This Christmas we wanted to celebrate the power of human connection – for everyone. Access to the internet is an everyday necessity many of us take for granted, and pledging even more O2 data to the National Databank is one step we can take to help to close the gap on digital inequality. Alongside VCCP London, we’ve translated this important message thanks to the helping hands of our loveable Bubl army, and the end result is a beautifully sweet film that encapsulates the true spirit of Christmas, and the strength of mobile data in helping to maintain connections in those moments where we cannot be together.”
Jim Capp, creative director at VCCP London, added, “Over the last 18 months in particular the internet has kept many of us connected to friends, family, entertainment and work. It’s an essential, but we’re incredibly conscious that millions still are without access to those simple connections – unable to work, bank, learn online, keep in touch with family and friends – imagine that. With Christmas being a time when connection is more important than ever, we’re proud that this campaign is supporting the National Databank in donating data to those who need it. That’s the true spirit of Christmas in my eyes.”
The hero TV spot will run across ITV, Channel 4 and Sky, supported in BVOD, OOH and OLV. Media was planned and executed by Havas Media. PR is supported by Hope & Glory.
