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 Comparethemarket.com 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.