VCCP builds on O2’s experiential platform by producing a rabbit out of the hat

Telecom firm 02’s decision to adopt Peter Mandelson’s seemingly benighted Millenium Dome (now known as the 02) must be a contender for marketing idea of the past 20 years. Now it’s it’s trying to capitalise on its live event platform with a big new experiential campaign in all sorts of media called #FollowTheRabbit. As you do.

There’ll be six foot high rabbits all over the place it seems. From VCCP.

Not the greatest ad maybe but it does the job. The voiceover is a bit weird, first it doesn’t sound like Sean Bean then it does*. Perhaps he had a cold.

MAA creative scale: 6.

VCCP, now jointly owned by WPP, seems to have gone off the boil a bit. It made its name with the Meerkat campaign for but even that campaign seems to be more about flogging meerkat toys these days. It briefly held £100m Asda but that returned home to Saatchi & Saatchi with what looked like unseemly haste. Such things can temporarily knock the stuffing out of an agency – beware retailers.

No doubt the social media/experiential bells and whistles will also do the job.

*Apparently one Jacob Anderson did the first bit then Mr Bean.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.