The Great Niggle Nobble

O2 set out to recognise the frustrations of thousands of home broadband users in their new animated campaign. They listened to consumer’s niggles and wanted to show that they are determined to champion these issues on behalf of customers and deliver an end-to-end service that addressed their concerns. 

O2 characterised these broadband niggles in a fun and engaging multi channel campaign, highlighting the lengths they were going to nobble them. 

Agency Republic created a fun, social and immersive digital campaign that continued to engage the audience with the Niggles and Narks characters beyond the TV and print. 

The Great Niggle Nobble was an innovative, fun and addictive Facebook and iPhone game that encouraged the UK public (mainly aimed at 25 – 35 year old tech savy males) to join in the hunt and help rid the nation of broadband niggles. 

In the Facebook game, Players roamed the country (on google maps) nobbling niggles to local O2 stores with the aim of clearing the entire nation. With daily prizes up for grabs, the more they nobbled niggles the more chances they had of winning. They could keep track of their scores and see how well they were doing against their friends. They could even set traps on their mates to slow down their scoring in a bit of friendly rivalry. 

The iPhone game, a masterpiece of augmented reality, revealed niggles and narks in the real world as you moved your phone around you. Lurking on street corners, hiding behind park benches or jumping on your laptop, with a simple flick of your finger you sent the niggles you found flying off to the O2 Stores near by. Points earned for nobbling on the iPhone were added to facebook scores allowing players to nobble niggles at every opportunity.