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O2 Tracks App
O2 Tracks is a new app giving nonstop access to The Official Top 40 chart. Our task was to get the O2 Tracks app onto the nations smartphones. We wanted to spark conversation around the Top 40 - the definitive list of pop music since 1952. As a nation we love to share our favourite music and support our favourite artists. So we asked the nation young and old - What's your Ultimate Top 40 hit of all time? To facilitate this we created a social Top 40 - an online system that allowed music fans to search, sample and vote for their Ultimate Top 40 Tracks of all time. They could search through the official Top 40's historic database of thousands of tracks including every Top 40 hit since the first chart was created and vote for their favourite. All votes were collated daily to create The Ultimate Top 40 Tracks Chart. A real-time list of the nations all time favourite hits. This social chart created bonus content that was transferred into the app daily. We made the Top 10 tracks available to listen to on the O2 Tracks app. So, if music fans wanted to listen to the full version of their all time favourite track, they would need to help it into the top 10. So we made it easy for voters to drum up support through Facebook and Twitter. On top of all that, music fans up and down the country could sample the O2 Tracks app through real-time emulators through interactive digital 6-sheets as well as our online hub. So far the O2 Tracks app has been downloaded 436,469 times. View website -
O2 Matchday
Brief Build upon O2’s sponsorship of the England Rugby team by offering fans new ways of getting closer to the team. Solution O2 already offer its customers a great experience at Twickenham on England Match days. Through ‘Priority’ you can get tickets before anyone else as well as a free pie and a pint at the game. But for thousands of fans across the country the big match experience is generally enjoyed at home or at the pub. We wanted to create an experience that brought a bit of the Twickenham atmosphere to the fans – and so the O2 Matchday app was born – a dual screen app that gives fans outside of the stadium exclusive real time content to help fuel conversations around the game. The key feature of the app is Ref!Link, a direct audio feed to the referee in charge. Through this feed not only do you get to hear every call made direct from the ref, but also pick up the on-pitch atmosphere, each and every bone crunching tackle as well as the decisions questioned by the captains. We coupled Ref!Link with a digital Matchday programme which we made available before the game and reported on the history of the fixture, gave historic head to head stats, a bio of the ref in charge and a key player to watch from each side. During the game we partnered with Optasports to give fans live-in-game stats from the opposing teams, a live score with a breakdown of who took the points as well as a live twitter commentary from our ‘Man at the Match’ - a real journalist who gave opinion and punditry from the touchline - adding a unique perspective to the game. Fans were able to join the conversation in app by using the hashtag #O2Matchday. The app achieved over 41000 downloads during the RBS 6 Nations and was the number 1 free Sports App in the iTunes Store. -
Meerkat Tales - Live Readings
Since 2009 Aleksandr Orlov the founder & owner of comparethemeerkat.com has been on a mission to let the people of the UK know the difference between his site and comparethemarket.com and he has rewarded those who do with toys of the other Meerkovo villagers. Our challenge : Make the 4 other characters as famous and well loved as Alexander and Sergei. Our strategy was simples; the more people love the characters the more they’ll want a toy. What better way for people to get to know and love the meerkats than to create a set of 6 beautifully illustrated books that appealed to both adults and children. Once the books were finished we seeded them through our social media channels, Alexander sent out a press release to the nations press and we even created a special film for the pages on Amazon. But we needed a special event to really drive excitement and where better than Harrods where we created a world first Live reading and interactive Q&A with Alexander himself. This was made possible with cutting edge live animation technology developed with Passion Pictures. Working with a set of puppeteer controls and the ‘voice of Alexander’ we were able to render Alexander as a live cgi puppet bringing him to life and ready to answer questions in ‘real time’ from a group of children and parents invited to the event. Once the technology was fully tested it was put to the real test when Alexander was invited onto ‘This Morning’ for a live interview with Phillip Schofield. -
Gatwick Express - Express Tracks
The right music makes any journey better. This is why Gatwick Express created Express Tracks. Three unique 30 minute tracks by three different artists, each scored to the view from London Victoria to Gatwick on the Gatwick Express. Dub-step producer Benga, Oscar nominated composer Philip Sheppard and indie band The Milk created the tracks. Customers buy a ticket online, download one of the three tracks to their ipod or phone and when the train leaves the station – hit play and an otherwise conventional train journey turns into a unique experience with Express Tracks providing the soundtrack to their journey. -
Things are changing
Brief: To coincide with the new O2 brand launch (Fresh thinking, New possibilities) communicate O2’s new propositions in a new and engaging way. Solution: The worlds first voice-controlled website. We created a microsite where Arielle, one of our O2 Guru’s guided you through the new products and services offered to O2’s customers. All you had to do is sit back and tell her which one you wanted her to tell you about next, with no need for mouse control. Our technology solution utilised the use of the microphone in your computers webcam along with an automated response system commonly used for retrieving train times and ticket info via phones. -
Priority Moments - Tweet Ring
In July 2011 O2 launched Priority Moments - a location based mobile service giving O2 customers exclusive offers and experiences on the high street from some of the UK’s best loved brands – from meals, books and fashion accessories - all at the touch of a button. Our job was to spread the word the week before the advertising broke. Our solution was to give our Facebook fans the chance to win a Samsung smartphone with the Priority Moments App pre-installed. To win it they had to encourage the community to tweet the hashtag #O2Priority moments. The more tweets that were sent the more we revealed the phone number of one of the smart phones. Once the whole phone number was revealed all they had to do was to Ring it, to Win it. The first to call the phone number took the smartphone. - The first day saw 1000 tweets sent generating over 3 million impressions - By the third day we topped 3265 tweets in one day - By the 5th day we were trending in cities nationwide with over 10,000 tweets sent with the hashtag #O2PriorityMoments. -
The Social List
To help promote this year's Sunday Times Rich List, the newspaper's annual list of Britain's wealthiest people, VCCP created The Social List, a sister list based on people's social networking 'worth'. Visitors can log in with their Twitter, Facebook, LinkedIn or Foursquare details and are then ranked according to their 'Social worth' based on their tweets, posts, shares, retweets, tags and mentions. Free to join, participants will simply need to link up whichever social networks they use and want to be included. Every morning The Sunday Times Social List will make its calculations. People’s results will change daily as new people join and scores are updated. On the results page you can see a list of the top 2000 most socially wealthy people at any given time. You can also see how you compare with friends and colleagues who have also signed up. To help people see where they are in the grand scheme of things, they are allocated a rank when they join and a badge that goes with it. This could change from ‘Fledgling’ through to the top spot, ‘Titan’, over time, depending on how well they are doing. The Sunday Times Social List was designed so that anyone can join in and take their place on the List - no matter how active or idle they are on social networks like Facebook and twitter. The Social list builds on The Sunday Times’ history of publishing definitive lists that become part of popular culture, creating a list that's not only useful, but something everybody can be a part of. -
Why Do?
The 'Why Do' project aimed to tackle the widening generation gap through the innovative use of technology. A live online question and answer service enabled adults to gain a better understanding of young people, by asking volunteer under-25s questions about their attitudes and behaviour. We provided a forum that was safe, inviting and easy to use for both parties. Meanwhile an interactive video adventure, 'What's your street age?', put users in the shoes of a young person to see how they fared. This was hosted on Facebook. As well as raising awareness of some of the issues and challenges faced by typical young people, the video adventure boosted traffic to the Why Do site hub and increased word-of-mouth around the campaign. Results During the campaign 170,000 people calculated their Street Age on Facebook, while O2's Facebook Likes went up by a massive 68%. 85,000 people visited the Why Do hub and asked the volunteer young people 2,500 questions. And this without any above-the-line media presence. 'Why Do' provided a concrete demonstration of O2's 'We're better, connected' philosophy and its 'Think Big' programme of community and pro-social action. But it also showed the power of social media to generate useful and interesting content. As well as a safe and helpful way of connecting different generations, it became a fascinating record of the concerns and attitudes of modern Britain. -
The Ball
The idea behind the new Dyson campaign was to launch Dyson's pioneering new vacuum cleaner 'The Ball' in an innovative way online. To demonstrate its agility and fluid movement in a fun, interactive and engaging way. The ball is different from all other vacuum cleaners as it is built around a large yellow ball that allows the user to manoeuvre it much more easily than a conventional cleaner. Lastly, to create some pre-launch hype and buzz around this new and exciting product. We bought two skyscraper ad units on a selection of websites and placed them on opposite sides of each other on the site's homepage. One acted as an expanding ad unit and once initiated, it launched a page overlay that allowed the viewer to play a modern, branded version of the classic game 'Pong' over the content of the site. A creative and clever use of technology that delivered a fun, un-intrusive, interactive online execution for a pioneering new product and Brand. -
Locate the 8
The launch of the second series of Prison Break on Five included one of the first alternate reality games in the UK. As the shows stars attempt to evade capture, viewers take part in an online manhunt across some of the web's most popular sites. By using second-generation sites such as MySpace, Flickr and YouTube as our hiding places, we found a way to reach and actively participate with sophisticated internet users in the target market, delivering an average of 13 touch points per player, with an astonishing 50% of entrants completing all stages of the manhunt.
Agency profile
VCCP

Get in touch with VCCP
Contact Email:
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Website:
www.vccp.com
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