O2 Edinburgh – What’s Bubl Hiding?

  • O2
  • Digital, Experiential
  • Ideation

The Challenge:
June 2021; the world was preparing to come back with a bang…and so were O2. They needed our help to launch their latest flagship store in Edinburgh’s newest shopping centre, St James Quarter.  It was our challenge to develop an engaging activation to get locals excited on launch day.

Our Strategy:
The St James Quarter had 5 years of pent-up anticipation for its opening. And we wanted to capitalise on it. So, where we would usually focus on amplifying the in-store experience, we knew that we’d get more traction by engaging people with the brand outside of the store before directing people inside.

What We Did:
What’s a launch day without a celebrity guest? Outside the new flagship store, we set up an incredible event space, complete with an interactive version of everyone’s favourite robot, Bubl. With blinking eyes, a series of surprising sounds, and a tummy full of prizes, he was all set to surprise, delight, and grab Edinburgh’s attention!

Sights & Sounds

As part of our epic activation, we integrated an array of audio and visual cues into Bubl that our O2 Angels could use to get people’s attention…all via a remote control! Bubl’s eyes lit up with LED lights and hidden speakers made him whirr, whistle and giggle.

Winner Winner

When our Angels had people’s attention, they’d encourage them to say hello to Bubl to see what he was hiding. Then, right on cue, his tummy compartment would automatically swing open and they’d bag themselves a localised prize!

It was so nice to see shoppers really interacting witht the brand again! Such a brilliant way to engage with passing footfall and drive them into our new store.

Nic Banks, O2

The Reaction

Bubl’s playful sounds and animated eyes took visitors by surprise and put a big smile on their face (and that’s all before he rewarded their curiosity with an epic prize), which created a great atmosphere on the stand and made even more people want to get involved!

The Build

We teamed up with our friends and production superstars at Bulldog to bring our vision to life, ensuring it looked the part, ran smoothly, and made an impact. Sturdy, strong, and super-efficient, the stand made our sensational experience, seamless!


We developed a series of targeted social posts and digital banners to amp up awareness of our activation in the local area, and we even teamed up with the shopping centre themselves and made use of their social following with dedicated posts on their channels.

On Track

But we didn’t stop there, alongside our online awareness, we also leveraged local media to amp up excitement and awareness for our activation, including tailored train station 6 sheets!

Contact Us

Find Us

Whether you’re looking to start a new project, fancy a change of career or just want to have a chat, drop us an email or give us a call – we’d love to hear from you.

TC Communications,
Kings Ride Court, Kings Ride,
Ascot, Berkshire, SL5 7JR

01344 622280

Ready to start?

Get in touch

    I have read the privacy notice regarding personal data.