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

January 20, 2022

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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.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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