O2 Surprises with Ducks

British telecommunications group O2 is promoting its Top Up Surprises offer with a television, online, print and outdoor advertising campaign featuring yellow rubber ducks. Every time an 02 Pay & Go customer tops up their mobile they are given a code which allows them to play a game of hook a duck at www.02.co.uk/surprises and have the chance to win anything from free texts to LCD TVs and laptops. (For those who are having trouble entering their code, go to the Surprises site, click on “Play Now” and you’ll find a screen where you can enter a mobile phone number and code. Tick on the image beside the text “I agree to the terms and conditions”. Now click on “Log In”. )

O2 Surprise Ducks in Arctic

O2 Surprise Ducks in Waterfall

The tag line used across the campaign is “Surprises of all sizes, every time you top up”.

March of the Ducks

The TV advert shows the journey of the campaign’s rubber ducks from the Antarctic to the Amazon and finally to a pond in the UK where they are hooked by a fisherman.

Click on the image below to play the video in YouTube

Click on the image below to play the Return of the Ducks (February 2010) video in YouTube

Pedestrians will notice specially fitted bus stops with panels filled with water and ducks that quack as they walk past, thanks to their sonic sensors.

O2 Ducks in Panel

O2 have developed an exclusive tie-up with the social networking site, Bebo, in which members who become friends with ‘O2 Top-up Surprises’ will be able to win ‘luv’ by spotting hidden ducks around the Bebo site.


The O2 Ducks campaign was developed at VCCP, London, by creative director Darren Bailes, art directors/copywriters Ben Daly and Nathaniel White, agency producer Olly Calverley.

Filming for March of the Ducks was shot by Charlie Crane via Knucklehead with director of photography John Barr and producer Bruce Williamson.

Post production was done at Finish by Flame artists Jason Watts, Steve Murgatroyd, and Byron Woofindin, production manager Francis Mildmay-White, CG supervisor Mark Gregory and Harin Hirani, producer Fi Kilroe,

Editor was Richard Orrick at Work. Sound was designed by Anthony Moore at Factory Studios. Music is by film composer Christopher Slaski.

Still photography is by Roman Dietrich.