When the average person in Britain is set to lose a staggering 4.7 years of their waking life to unintentional phone use, it became pretty clear the UK is trapped in a serious doomscrolling cycle. It’s time to stop. Right now.
That’s where we saw a golden opportunity for O2.
As the leading media and telecommunications company central to our daily digital lives, who better to create the ultimate tool to take back control?
That’ll be why we helped O2 team up with pop icon Mel B to launch the “O2 scroll stopper”: helping the nation tap into its collective desire to reclaim time.
We created a WhatsApp callback service allowing users to schedule a much-needed prompt delivered in Scary Spice’s signature, straight-talking style to tell them to put their bloody phones down.
It’s a sharp reminder that, while the features of infinite scroll might try to keep us trapped online, O2’s commitment to helping us find balance off it is anything but unpredictable. And we’re putting O2 at the heart of the UK’s most pressing cultural conversation around tech habits.
The launch has been wall-to-wall coverage so far. Across the campaign there’ve been 440 pieces of coverage (and counting!) with a marquee launch interview with Mel B going across the nationals and regionals alongsiode highlights across The Sun, London Standard and Independent. The combined OTS to date is a bonkers 995,269,489.
Want to experience Mel B’s straight-talking digital detox firsthand? Getting your own ‘scroll stopper’ reminder is simple, either message 078682 89802 or click here to request your official callback from O2 (and Mel).
