O2 has launched a social-first campaign to promote the Samsung Galaxy Z Flip3 foldable phone, available to buy on O2. The network worked with VCCP London and Girl&Bear to develop the campaign which sees Noughties pop band, Steps, take over the famous The O2 arena with a surprise flashmob, in homage to the phone’s retro features.

A series of social films highlight the retro nature of the device, as well as new features such as its hands-free selfies and split screen mode. The hero 60-second film was shot partially on the device, and opens with a lone dancer setting up his phone in The O2 as he gets ready to film a routine to Steps’ hit track ‘Deeper Shade of Blue’. More people join in, dancing and using the phone, to be joined finally by pop ban, Steps.

The campaign breaks today and will run for three weeks across YouTube and other social platforms. Additional edits of the hero film have been created to roll out across Instagram, Facebook and TikTok in the UK. Supporting this, the film will also feature on O2’s and Samsung’s social channels and will be amplified by influencer activity. This includes Steps’ owned channels as well as supporting content from TikTok creators Tega Alexander, Izzi de Rosa, Francesca Perks and dance choreographer Cruze Phlip.