Socks are the epitome of the generic Christmas present. VCCP has used that in an experiential campaign for O2 to put a Priority experience ahead of generic gifts this Christmas.
The campaign was built around a pop-up shop, Not a Sock Shop, giving out thousands of Priority experiences, in the very unexpected form of…socks. The pop-up in one of Leeds’ busiest shopping centres was designed to intercept shoppers at the exact moment they might otherwise purchase a generic Christmas gift, giving Priority members the chance to give something truly meaningful instead, time spent together.
Open to all O2 and Virgin Media broadband customers on Saturday December 6, the O2 pop-up shop handed out thousands of free pairs of festive socks, each pair equating to a shared experience available on Priority – from Vue tickets to lastminute.com gift cards, Virgin experience days vouchers to gig tickets.
Each pair of socks features a pattern designed to reflect eachPriority experience up for grabs. The socks were illustrated by artist, Jun Ioneda, chosen for his original take on Christmas iconography to create give-aways that feel festive and desirable as garments – and even more special as tickets to unforgettable experiences. The campaign builds on the insight revealed in recent research by Censuswide for O2, which found that 40% of people prefer experiences over physical gifts at Christmas – rising to 55% for Millennials and 53% for Gen Z, with 41% of Brits also saying they do not get to spend enough time with family at Christmas.
Expanding the idea across the UK is an in-app game called Not just socks, created by VCCP’s digital experience agency, Bernadette.The app is giving customers the chance to win thousands of shared experiences across the UK every day for ten days between 5 and 14 December. By checking the ‘sock of the day’ and matching a pair, players can win prizes celebrating the true magic of Christmas – meaningful moments with loved ones.
Finally, Virgin Media O2 is partnering once again with Action for Children, helping to give more children a safe and happy childhood. Priority will be donating up to £100,000 to the charity, through £1 donations made on behalf of some customers who play the Not just socks game. In addition, Virgin Media O2 will be providing children supported by Action for Children with unforgettable experiences at The O2 this Christmas and delivering presents to some of those in need around the country.
Lisa Johnstone, director priority, loyalty & rewards at Virgin Media O2, stated, “Priority is all about helping our customers create meaningful memories – this pop-up turned something as simple as a pair of socks into an experience they can share with the people who matter most. The idea was to surprise Priority members at the very moment they’re about to settle for a predictable Christmas gift, reminding customers that the best thing you can give is time spent together. And for members who couldn’t join us at the pop-up, there’s no need to miss out. Simply download the Priority app for free and take part in our Not just socks game, for the chance to win from thousands of shared experiences every day for ten days in December – all while supporting Action for Children with a donation made for games played.”
David Masterman, executive creative director at VCCP, added, “We loved the idea of taking the most boring and overdone Christmas gift – the humble pair of socks – and subverting it. By turning pairs of socks into pairs of tickets for unforgettable experiences, we gave them a twist that stops shoppers in their tracks. Jun Ioneda’s beautifully crafted designs helped us elevate the concept into something both charming and surprising, bringing the idea to life in a way that feels distinctly festive and distinctly O2.”
Girl&Bear produced the integrated activation and collaborating with Audience on the design and build of the pop-up shop, covering both interior and exterior design.
Not a Sock Shop rounds off O2’s Christmas mission to connect customers with experiences they love. The campaign builds on this year’s Christmas campaign, Give Time.
Credits
Client: VMO2
Marketing Director: Simon Valcarcel
Head of Advertising: Johnny Winn
Senior Advertising Manager: Abigail Ridgwell
Social Media Manager: Lee Scarratt
Social Media Content Creator: Omar Baldé
Head of Partnerships & Promotions: Courtney Caddick
Partner & Channel Marketing Lead: Isabella Newsam
Senior Partner & Channel Marketing Manager: Eleanor Budden
Advertising Agency: VCCP
Executive Creative Director: David Masterman
Creative Director: Caroline Rawlings
Art Director: Alicia Cliffe
Copywriter: Laurens Grainger
Managing Partner: Olivia Packshaw
Business Director: Alistair Nichols
Account Director: Sarah Wells
Account Manager: Isabella Rubins
Planning Director: Alex Horner
Digital Experience Agency: Bernadette
Digital Project Director: Laura Woolger
Digital Producer: Leandro Winter
Creative Director: Will Aslett
Ui Designer: James Ring & Dani Kim
Motion Designer: Linas Jovaisis
Technical Director: Philip Beaman
Technical Lead: Yanul Hoque
Ui Developer: Steven Archer
Prize Fulfilment Agency: Stretch
Production Company: Girl&Bear
Senior Integrated Creative Producer: Ali Power
Design: Pip Pell & Steven Tinkler
Creative Artwork: James Perry & Nick Normann
Experiential Activation Agency: Audience
Illustrator: Jun Ioneda
Illustration Agent: We Are Snyder
