O2 - DecodeNothing (2022)
O2 challenged us to make some noise around the launch of the Nothing Phone(1). They had secured an exclusive telco partnership with them and were looking to leverage it to tap into high value tech audiences.
What was essentially briefed as a standard handset trading campaign quickly appeared to be a massive creative opportunity for the brand…
CHALLENGE
Other than having a limited budget, clients feared the Nothing Phone(1) would be “just another smartphone challenger brand” quickly outshone by the Apple-Samsung duopoly.
INSIGHT
Phones have taken over our lives but they are… kinda boring. Generic. Invisible. Totally taken for granted.
NOTHING should be taken for granted when it comes to tech. Because as the trend around Y2K tech shows, the most iconic tech isn’t just functional. It’s beautiful.
STRATEGY
Show tech lovers that the most iconic tech is beautiful. And fuel their pride for being tech heads.
Introducing #O2DecodeNothing, a campaign turning code into art.
We partnered with up and coming code artist Anderion de Costa, and commissioned four digital artworks, each containing a hidden code only eagle eyed tech lovers would spot.
Those who found the codes and texted the number not only won a free Nothing Phone (1), but got the artwork they decoded as an NFT, tradeable on the Nothing Phone’s pre-loaded NFT gallery.
We took to places we knew our audience would be looking: online tech magazines, TikTok, Twitch, reddit page takeovers, tech channels on Youtube, and even in game adverts in Roblox - an O2 first. We also used tech influencers to fuel our guerrilla projections and get more eyeballs on the art.
26 million impressions across social and digital channels
1.1 million reached through our OOH placements
77k link clicks to O2’s website to check out the phone
A ton of PR from industry outlets, including the Campaign year recap list