Daisy vs Scammers
O2 / VCCP LONDON + VCCP, London / GIRL&BEAR, London / FAITH, London / BERNADETTE, London
CREARCHIVE Score
244.7
O2Daisy vs Scammers2025
Case Film
Campaign Images
BrandO2
AgencyVCCP LONDON + VCCP, London / GIRL&BEAR, London / FAITH, London / BERNADETTE, London
Award ShowCannes Lions
CategoryPR Lions
Year2025
CountryUnited Kingdom
Description
With 7 in 10 Brits targeted by scammers, O2 decided to fight back, attacking their most valuable resource: time. Enter Daisy, the AI granny designed to waste fraudsters' time so they can’t scam real people. Trained on real scammer data, our AI pensioner kept scammers on the line for 40+ minutes with endless chatter about her hobbies, family and cat, Fluffy. Daisy became a social media sensation, her shocking yet amusing interactions raising awareness while reclaiming O2's customer-focused reputation. The result? A national phenomenon generating 2000+ PR pieces, 1.7bn impressions & £36m in AVE.
Awards
- • Cannes Lions — D05 - Use of Technology — Gold
- • Cannes Lions — General — Gold
- • Cannes Lions — C02 - Breakthrough on a Budget — Silver
- • Cannes Lions — D01 - Innovative Use of Technology — Silver
- • Cannes Lions — F07 - Corporate Purpose & Social Responsibility — Silver
- • Cannes Lions — C04 - New Realities & Emerging Tech — Bronze
- • Cannes Lions — C01 - Organic Reach & Influence — Shortlist
- • Cannes Lions — C02 - Breakthrough on a Budget — Shortlist
- • Cannes Lions — C02 - PR Effectiveness — Shortlist
- • Cannes Lions — C04 - New Realities & Emerging Tech — Shortlist
- • Cannes Lions — D01 - Innovative Use of Technology — Shortlist
- • Cannes Lions — D02 - Social Film — Shortlist
- • Cannes Lions — D02 - Use of Mobile — Shortlist
- • Cannes Lions — D05 - Use of Technology — Shortlist
- • Cannes Lions — E03 - Social Purpose — Shortlist
- • Cannes Lions — F07 - Corporate Purpose & Social Responsibility — Shortlist
- • Cannes Lions — F08 - Market Disruption — Shortlist
- • LIA — Creativity In PR - Technology — Gold
- • LIA — Creativity In PR - Corporate Purpose/Social Responsibility — Silver
Credits
cityLondon
entrantVCCP
O2VCCP LONDON + VCCP, London / GIRL&BEAR, London / FAITH, London / BERNADETTE, LondonCannes LionsPR LionsUnited Kingdom
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