M&C Saatchi Open House

Open House was an initiative run by M&C Saatchi to encourage more diversity within branding and advertising. The programme initially followed a 8 week course of seminars/lectures exploring different aspects of the industry, with a Q&A following the session..

At the end of the 8 weeks, registrants on the programme were invited to apply for the pitching competition. Only 70 were selected out of 100s of applicants.

The 70 participants were split into 7 teams of 10 with only 1 week to respond to a brief.

The brief:

'The telco sector sees lot of switching in Q4. O2 want to take advantage of movement in the market to attract Gen Z to take new mobile contracts with O2.

The scenario:
1 week to create a campaign idea over Zoom with 7 strangers!

The idea:
#BublWithACause. A campaign designed to appeal to Gen Z's strive to make a difference in the world as well as their entrepreneurial spirit.

'Changing the world together becomes reality when you’re growing with Bubl'

Research and strategy

The final pitch

Our big idea: Bubl ‘Ted Talks’

The O2 platform where one can access Priority ‘’Ted Talks’’ and through this, join a #BublWithACause of their choosing, or several #Bubls.

The Role of Bubl: Bubl will act as a social conscience for O2’s brand, its heartbeat. Bubl is a teacher, guide, mentor, and host. Bubl is integral to providing the platform which allows Gen Z to impact and change the world for the better.

More about the TED Talks:

The TED Talks come to Gen Z in 5 different, self-encapsulating causes.

Use Instagram and Twitter for these Bubls for advertising content BUT the talks will be on the O2 priority platform.

These are namely:

1. Environment

www.capacitymedia.com/articles/3827014/o2-launches-green-calculator-saving-uk-businesses-billions

2. Music

www.newsshopper.co.uk/news/18825917.greenwichs-o2-arena-reopen-doors-live-music-event/

3. Mental health

metro.co.uk/2020/03/26/o2-scraps-data-charges-mental-health-financial-support-websites-12461034/

4. Human rights

news.o2.co.uk/press-release/o2-joins-the-black-british-networks-latest-initiative/

5. Entrepreneurship/ enterprise and creativity

www.o2.co.uk/business/why-o2/helping-you-grow-your-business/enterprise-nation

We have to connect each cause to O2. Each cause will be championed in 3 layers:

A-list influencer - here we have the likes of Greta Thunberg/ Marcus Rashford/ Malala Yousafzai/ Stormzy
B-lister - someone who is not as renowned but still making great strides
C-lister - the “average Gen Zer'' who is doing something powerful in their own communities (uni students and societies e.t.c)

O2 Rewards:

After listening to these talks, O2 gives Gen Z:
The “me” offer - the individualistic choice. It would give the user a chance to get freebies/discounts relevant to the talks they listen to. So, it’s still supporting a educational/activist causes, but more subtly. (i.e extra learning modules via Masterclasses)
Includes a free YouTube premium subscription. O2s channel will be used to post content. Bubl will reminds the audience that the offers and content will all integrated via the O2 app

The channel we use can be social on phones, we can do a video ad and several social media posts.

The “we” offer - this is more collaborative. Here, the Gen Z user can give back to the community. This will include the chance to join petitions supporting the talk they listened to.
2 offers a day (1 for each)

The timeline:

Starting October 1st, we launch the ad campaign promoting the gen z talks coming up at the end of the month, which is our first big event. The following month, using content from that, we drop a talk everyday for O2 priority and use snippets of content drumming up conversation about the Bubls and asking who wants to be in the 3rd event.

For the 2nd event we will use B-listers that have been pre-decided and they will drop their content again and we will finalise the gen z speakers for the 3rd event.

3 events, 5 Bubls each, 3 speakers across each Bubl.

October 1st to 31st: Event A and hype for Event B

November 1st to 30th: Event B and hype for Event C

December 1st to 31st: Event C (where it’s Gen Z speakers)

Raw files - includes notes, sources, initial brainstorming and more: