VCCP transforms socks into O2 festive experiences

Priority from O2 has launched its first pop-up shop, Not a Sock Shop, transforming the classic Christmas sock into a gateway to shared experiences. The activation, created by VCCP, opened on Saturday 6 December in Leeds’ Victoria Quarter, where thousands of pairs of festive socks were handed out to O2 and Virgin Media broadband customers. Each pair acted as a ticket to a Priority experience ranging from cinema outings to gig tickets.

The pop-up aimed to intercept shoppers at the moment they might choose a generic gift and instead offer something centred on time spent together. Research commissioned by O2 indicates that experiences resonate strongly at Christmas, with forty percent of people preferring them over physical gifts.

Socks redesigned as tokens for experiences

Every pair of socks featured a pattern illustrated by Jun Ioneda, selected for an approach to festive design that blends character and simplicity. Each pattern corresponded to a specific Priority reward such as Vue tickets, lastminute.com Gift Cards, Virgin Experience Days vouchers and live events.

Alongside the physical activation, Priority extended the concept nationwide with Not just socks, an in-app game created by Bernadette, VCCP’s digital experience agency. Running from 5 to 14 December, the game invites customers to match the daily sock design for the chance to win shared experiences across the UK.

Lisa Johnstone, Director Priority, Loyalty and Rewards at Virgin Media O2: "Priority is all about helping our customers create meaningful memories – this pop-up turned something as simple as a pair of socks into an experience they can share with the people who matter most. The idea was to surprise Priority members at the very moment they’re about to settle for a predictable Christmas gift, reminding customers that the best thing you can give is time spent together. And for members who couldn’t join us at the pop-up, there’s no need to miss out. Simply download the Priority app for free and take part in our ‘Not just socks’ game, for the chance to win from thousands of shared experiences every day for ten days in December — all while supporting Action for Children with a donation made for games played."

Charity partnership strengthens the campaign

This year, Priority is supporting Action for Children through donations of up to £100,000 made on behalf of customers who take part in the in-app game. Virgin Media O2 will also provide experiences at The O2 for children supported by the charity and distribute Christmas presents to families across the country.

David Masterman, Executive Creative Director at VCCP: "We loved the idea of taking the most boring and overdone Christmas gift – the humble pair of socks – and subverting it. By turning pairs of socks into pairs of tickets for unforgettable experiences, we gave them a twist that stops shoppers in their tracks. Jun Ioneda’s beautifully crafted designs helped us elevate the concept into something both charming and surprising, bringing the idea to life in a way that feels distinctly festive and distinctly O2."

Integrated production delivers the pop-up experience

Girl&Bear, VCCP’s global content creation studio, produced the activation and partnered with Audience on the design and build of the shop’s interior and exterior. Not a Sock Shop concludes O2’s seasonal efforts to connect customers with experiences, reflecting the brand’s broader Give Time Christmas campaign, which highlights Priority’s exclusive rewards and early ticket access.

www.virginmediao2.co.uk

www.vccp.com

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