07th Jan2014

O2 makes Bluewater customers its priority

Bringing its ‘Be More Dog’ campaign to life

O2 makes Bluewater customers its priority


Last month we helped O2 bring its ‘Be More Dog’ campaign to life with a winter-themed experiential extravaganza at Bluewater shopping centre.  Promoting the Priority Moments app, the campaign gave shoppers access to exclusive deals during the busy Christmas shopping season.

The campaign formed part of a fourteen month deal which we brokered between Telefonica (O2) and Lendlease (Bluewater) which has seen experiential activity happening at key times throughout the year, supported by extensive on-site media space and advertising. It includes a three-year deal to provide free O2Wifi to all shoppers.

Tying into O2’s current ATL creative ‘Be more dog this Christmas’ the latest activation provided an unexpected experience for shoppers, allowing them to channel their ‘inner dog’, get stuck in and have some fun with the brand.

Our production team built a giant ‘unwrapped Christmas present’ in the centre of Bluewater’s Guild Hall area. The winter forest scene inside became home to the O2 ‘Snowball Challenge’ where Bluewater guests were tasked with using premium artificial snow – which looks and feels like the real thing – to mould snowballs.


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Next up it was snowball fight time – all in the name of prizes! If you Knocked over four targets within a set period of time you won a treat from one of O2’s Priority partners within the centre; The Bodyshop, Models Own, Cocoba and Millies Cookies.

In order to amplify the reach of the campaign, O2 used our custom-built social photo mechanic, Event Pix™ which captured all of the action via digital cameras, ready to share on social channels. As always the O2 Angles were on hand to demonstrate the app to customers.


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The whole partnership has been a huge success, being recognised by industry peers and picking up the coveted Award for Shopper Appeal at the 2013 FMBE Awards. We really couldn’t be prouder with how it’s gone, and the Christmas campaign was one of the best to date!



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