The demo aims to excite potential customers about the content of O2 Active. The digital campaign takes the hooded characters, who are so engrossed in what they are doing that they are oblivious to their surroundings, from the above-the-line campaign created by Vallance Carruthers Coleman Priest.
The rich-media element of the campaign comprises an online demo using the hooded figures as a device to link in to the full weight of services available through O2 Active.
Agency Republic has developed various different concepts for the online
campaign including banners that target gamers and focus on new games
available through O2 Active, and executions that show the hooded
characters completely immersed in O2 Active.
This week, Agency Republic releases an overlay that ties in with the current TV execution, featuring a bull strolling past hooded characters.
The overlay will appear on major homepages including MTV, AOL and The Guardian and will be accompanied by the O2 Active theme music. All executions carry the strapline 'Get into O2 Active' and link through to the , where consumers can sample the O2 Active demo.
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