O2 celebrates shared joy with Give Time Christmas campaign

O2 has launched its Christmas campaign ‘Give Time’ in partnership with creative agency VCCP, inviting people to find joy in spending time together this festive season. The campaign centres on O2’s customer rewards programme, Priority, which gives members exclusive access to thousands of experiences, rewards and early ticket offers for live events across the UK.

This year’s message focuses on shared experiences as the most meaningful gifts. Research from O2 shows that 40 per cent of people prefer experiences over physical presents at Christmas, a figure that rises to 55 per cent among Millennials and 53 per cent for Gen Z. Through ‘Give Time’, O2 highlights the value of moments spent together — not just during the holidays, but throughout the year.

Film captures the emotion of shared moments

At the heart of the campaign is a 40-second film titled ‘Feel it All’, directed by Louis McCourt through Love Song and produced by VCCP’s content studio Girl&Bear. The story follows a family over the course of a year, from one Christmas to the next, as they share experiences together. Shot from an observer’s viewpoint, the film focuses on the family’s reactions rather than the events themselves, allowing viewers to connect with the emotions behind each shared moment.

Rachel Swift, Director of Brand and Advertising, Virgin Media O2: “Priority has always been a loyalty trailblazer, and we’re constantly finding new ways to make our customers feel more rewarded – bringing them closer to the things they love – from music and sport to entertainment and dining. This Christmas, we wanted to go beyond the usual festive gifting story and remind people that the best gifts aren’t wrapped – they’re experienced, together. Whether it’s a concert, a weekend away or a simple shared moment, those memories last long after Christmas Day and our customers can find thousands of them on Priority.”

Experiences that create lasting memories

David Masterman, Executive Creative Director, VCCP: “We all know how forgettable Christmas gifts can be, but experiences? They stay with you. This campaign celebrates that truth and does so with real warmth and humanity. It’s not just about saying experiences are better than things, it’s about showing it, and bringing to life the joy of unforgettable shared experiences.”

Over the festive season, O2 will offer Priority members thousands of exclusive experiences and rewards — from VIP Winter Wonderland packages and Christmas by Candlelight concert tickets to immersive Taste Film screenings and special discounts on attractions nationwide. Customers can access all offers through the Priority app.

Campaign brings festive connection to life

Highlights available through Priority this Christmas include:

Ice skating and fast-track entry at Hyde Park Winter Wonderland in London.

VIP tickets to Sleeping Beauty at The London Palladium.

Nationwide discounts via a VIP Pass from Day Out With The Kids.

Invite-only festive Taste Film screenings of Elf and The Holiday in Manchester and Edinburgh.

The campaign will run nationwide across TV, cinema, BVOD, online video, OOH, social channels and O2’s owned platforms. An experiential activation in Leeds, to be unveiled in early December, will further bring to life the campaign’s message of shared joy and connection.

Through ‘Give Time’, O2 reinforces its mission to connect people not just through technology, but through meaningful, shared experiences that create lasting memories.

www.virginmediao2.co.uk

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