O2 is partnering with the National Databank to shed light on data poverty this Christmas through a new campaign launched with VCCP. The National Databank, established in 2021 by Virgin Media O2 and Good Things Foundation, offers free O2 mobile data, texts, and calls to those in need. With an estimated two million households living in data poverty, the inability to access the internet for essential tasks is a significant issue.
The campaign features a 60-second film showcasing real-life situations of individuals experiencing data poverty. These scenarios include a young man struggling to complete his studies, a father and daughter unable to stream entertainment on a coach journey, and a woman finding it challenging to stay connected with loved ones. The film creatively portrays snowflakes made of SIM cards falling into the hands of those in need, symbolizing the connection provided by free O2 data.
To bring these stories to life, VCCP’s Girl&Bear studio collaborated with director Stefanie Soho and Smuggler, with The Mill handling VFX. The emotional impact of the film is amplified by the song ‘Snowfall’ by Ingrid Michaelson. Additionally, the campaign landing page is designed as a zero-rated webpage, ensuring accessibility without data charges for individuals in data poverty.
Simon Valcarcel, Marketing Director at Virgin Media O2, emphasized the importance of raising awareness about data poverty and the support available through the National Databank. The goal of the campaign is to encourage people to spread the word and inform those in need about the free O2 mobile data available at their nearest O2 store.
David Masterman, Deputy Executive Creative Director at VCCP, highlighted the essential role of data in everyday life, from booking appointments to completing homework. The campaign aims to illustrate these challenges and guide individuals towards O2’s support services.
This initiative marks the third time that O2 has featured the National Databank in its Christmas campaign, following previous campaigns like Bubl Army and Snowgran. The current campaign will be visible across various platforms such as Cinema, TV, VOD, Online, OOH, Social, Radio, and Retail until the end of December, with media planning and buying overseen by MG OMD. Through these efforts, O2 hopes to make a meaningful impact by addressing data poverty and providing vital support to those in need during the holiday season.
