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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.
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.
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