Simon Valcarcel
Other · Marketing Director
In their own words
At O2, we're deeply invested in fighting fraud. Daisy is our secret weapon: indistinguishable from a real person and dedicated to wasting scammers' time.
We wanted to use our platform this festive season to share the realities of not having data in an honest and relatable way while raising awareness of the support available via the National Databank.
Articles & interviews
- Daisy the AI combats phone scammers as a 'granny scambaiter'
O2 and VCCP's AI agency Faith have launched 'Daisy', an AI-powered 'granny' designed to engage and outsmart phone scammers. The campaign uses generative AI and a diffusion model to create a lifelike character who keeps fraudsters occupied while raising public awareness about scam tactics. Collaborations with scambaiter Jim Browning and influencer Amy Hart help amplify the message across social media.
- O2's Christmas Ad Addresses Data Poverty Issue
O2 and VCCP have launched a 2024 Christmas campaign focused on tackling data poverty through the National Databank initiative. Directed by Stefanie Soho and produced by Smuggler with VFX by The Mill, the ad highlights real-life stories of people struggling without mobile data. The campaign spans multiple media channels and includes a zero-rated landing page developed by Bernadette to ensure accessibility.