The campaign invites people to find the joy in time together this Christmas and beyond, highlighting that shared experiences are more memorable than things.
This Christmas, Priority members will have access to thousands of exclusive shared experiences nationwide – simply for being with O2 and Virgin Media.
London, 7th November 2025: Today, O2 launches its heartwarming Christmas campaign, ‘Give Time’, created in partnership with creative agency of record, VCCP. This year’s Christmas campaign focuses on O2’s award-winning customer rewards programme Priority from O2, which offers its members exclusive rewards, experiences and 48-hour early access to tickets for thousands of gigs and events nationwide.
The new campaign for Priority reinforces O2’s mission to connect customers with experiences they love. ‘Give Time’ shows that the best gift that can be given is time spent together. Based on the insight that many people can’t remember what they were gifted last Christmas, and with new research from O2 revealing that 40% of people prefer experiences over physical gifts at Christmas – rising to 55% for Millennials and 53% for Gen Z, the campaign reinforces what makes Priority so special: the joy of shared experiences, available to every O2 customer this Christmas and beyond.
Sitting at the heart of the campaign is a 40” film, ‘Feel it All’ directed by Louis McCourt through production company Love Song and supported by VCCP’s content studio Girl&Bear. The spot follows a family over the course of a year – Christmas to Christmas – as they share a variety of experiences together. Shot from an onlooker perspective, the audience never captures what the family in the film are actually witnessing, the camera instead remaining on the characters and their reactions. Instead, the audience gets an insight on what the family feels – the emotions experienced – during each live event. The film sees the family find connection through the ebb and flow of the experiences they share and the joy this brings.
Rachel Swift, Director of Brand and Advertising, at Virgin Media O2, said: “Priority has always been a loyalty trailblazer, and we’re constantly finding new ways to make our customers feel more rewarded – bringing them closer to the things they love – from music and sport to entertainment and dining. This Christmas, we wanted to go beyond the usual festive gifting story and remind people that the best gifts aren’t wrapped – they’re experienced, together. Whether it’s a concert, a weekend away or a simple shared moment, those memories last long after Christmas Day and our customers can find thousands of them on Priority.”
David Masterman, Executive Creative Director at VCCP, added: “We all know how forgettable Christmas gifts can be, but experiences? They stay with you. This campaign celebrates that truth and does so with real warmth and humanity. It’s not just about saying experiences are better than things, it’s about showing it, and bringing to life the joy of unforgettable shared experiences.”
Over the campaign period, O2 will be giving away thousands of experiences and rewards to customers via Priority – from VIP Winter Wonderland packages to Christmas by Candlelight concert tickets, Taste Film experiences and so much more. Priority members can simply head to the Priority app to discover a world of rewards and experiences this festive season and beyond.
Unforgettable experiences available through Priority between now and the end of the year include:
- Ice skating and park entry, plus Priority fast-track access, at Hyde Park Winter Wonderland in Hyde Park, London
- Nationwide discounts on top attractions with a VIP Pass by Day Out With The Kids
- VIP tickets to Sleeping Beauty at The London Palladium
- Invite-only festive Taste Film screenings of Elf and The Holiday in Manchester and Edinburgh
In addition to the integrated campaign, an in-person experiential activation in Leeds will be revealed in early December, which further brings to life the shared joy of gifting experiences. The nation will find further updates on O2 socials.
The campaign will run nationwide across TV, BVOD, cinema, online video, OOH, social and across owned channels such as retail and online.
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Notes to editors
Please download stills here and see the film here.
Press contacts
For more information contact Group Senior Communications Manager abi.lofthouse@vccp.com.
About Virgin Media O2
Virgin Media O2 launched on 1 June 2021, combining the UK’s largest and most reliable mobile network with a fully gigabit broadband network where customers benefit from average speeds 5x faster than the national average.
The company has 46 million UK connections across its award-winning broadband, mobile, TV and home phone services. Its fixed network covers more than half of the country (16.4m homes serviceable) alongside a mobile network that covers 99% of the nation’s population, with 5G services live in more than 2,800 towns and cities. The company is on track to reach 50% population 5G coverage in 2023.
Virgin Media O2 is upgrading its fixed network to full fibre to the premises with completion in 2028. Its shareholders and investment firm InfraVia Capital Partners, through a joint venture called nexfibre, are investing approximately £4.5bn to build fibre to 5 million homes and businesses not currently served by Virgin Media O2’s network by 2026, with the opportunity to expand to an additional 2 million homes. As a wholesale customer of this network, Virgin Media O2’s total footprint will reach around 80% of the UK once build and upgrade work is completed.
Through Virgin Media O2 Business, the company plays a leading role supporting entrepreneurs, businesses, enterprises and the public sector with their digital transformation through a range of connectivity, security, cloud and tailor-made services. It is also the network of choice for mobile virtual network operators giffgaff and Sky Mobile, as well as managing a 50:50 joint venture with Tesco for Tesco Mobile.
The company is committed to using the power of connectivity to make its better for people and the planet, taking action to close the digital divide and building an inclusive, resilient, and low carbon economy. The business has set an ambitious commitment to achieve net zero carbon across its operations, products and supply chain by the end of 2040.
Virgin Media O2 is a 50:50 joint venture between Liberty Global and Telefónica SA, and one of the UK’s largest businesses. Virgin Media O2 is registered in England and Wales. Registration number: 12580944. Griffin House, 161 Hammersmith Road, London, United Kingdom, W6 8BS.
About VCCP
VCCP is the global challenger agency for challenger clients. We create enduring brand platforms that deliver value for our client’s businesses and enable diverse creative ideas of exceptional quality. Our clients are the world’s most recognisable challenger brands, including Barclays, Google, Cadbury, Primark, Virgin Media O2, TfL, Compare the Market, Co-op and easyJet. Visit www.vccp.com.
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