O2 runs 'broken' billboards to show off screen replacement offer

Mobile brand O2 dialled in plenty of attention last week when it placed five apparently broken billboards across the country to create buzz around its offer of free screen replacement on new phones.

The PR stunt involved buying four modified billboards in London and one in Liverpool - some have been surrounded by safety barriers to heighten the 'accidental' feel.

Twitter users have debated whether these were deliberately displayed in this way.

However, tweets from O2 itself and outdoor media owner Primesight make it clear that this was a planned effect.

The stunt is understood to be the first stage in a new campaign for O2, which is likely to involve creative agency VCCP and PR partner Hope&Glory among others.

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