This summer, O2 partnered with The British Skin Foundation to highlight the importance of sun safety while traveling abroad. The campaign was a strategic effort to remind UK customers that O2 is the only major network provider to offer free EU data roaming as a standard feature.
The campaign’s centrepiece was the ‘Skincase,’ a unique phone case developed in collaboration with scientist and creative technologist, Marc Teyssier. Made of a synthetic skin-like material, the case visibly “burns” when exposed to the sun’s UV rays, serving as a physical reminder of the sun’s harmful effects on human skin.
This initiative was supported by research that revealed alarming holiday habits among Brits. The study found that over half (56%) check their phones at least three times between 11am-3pm – the period with the highest UV levels. In contrast, only 20% reapply sunscreen with the same frequency, and nearly one in ten (9%) admit to not using sunscreen at all during these crucial hours. Grange Hill Star, Lee MacDonald, who has previously had a skin cancer scare, fronted the campaign, and took part in media interviews discussing the research findings.
The campaign generated significant media attention, including over 235 pieces of editorial coverage in the likes of The Sun, Daily Mail, and The Standard. This coverage led to a potential estimated reach of 529 million, with 81% of the articles mentioning O2’s roaming benefit, plus no fewer than 10 interviews. Top work.
