Everyone fears cracking their screen. So we turned those oops moments into unmissable media, highlighting the relief only O2 could offer.

We hijacked media itself. Real-time data placed cracked-screen OOH in high-risk locations. DOOH screens on the London Underground made iPhones tumble down escalators. Social feeds flooded with epic phone-fail clips, repurposed into must-watch branded content.

The result? O2’s most successful integrated campaign. 70% of iPhone sales. 190M earned impressions. Gold at The Drum, Outdoor Media Awards, WARC. Silver at Cannes Lions. Named The Drum’s Campaign of the Decade.