Mobile Marketing

O2 Throws It Back to the 2000s With Flash Mob Starring Pop Band Steps

The U.K. telecom provider is promoting a retro flip phone that has modern features

O2 flash mob — The campaign’s target audience is millennials, many of whom would have come of age during the 2000s.VCCP

By Brittaney Kiefer

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Nostalgia has long been a popular tool of marketers. U.K. telecom provider O2 is the latest brand to lean into this trend, partnering with early aughts pop band Steps to stage a surprise flash mob.

O2’s campaign is for the Samsung Galaxy Z Flip3 foldable phone, which has the retro look of a flip phone but with updated features such as hands-free selfies and split screen. To match the throwback nature of the device, ad agency VCCP enlisted Steps to put on a surprise flash mob-style dance in The O2 arena in London.

In

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

Recommended articles