O2 today announces one of its biggest ever advertising campaigns to support the second anniversary of its ground-breaking O2 Refresh tariff and the automatic halving of 1.5m customers’ bills over the next 12 months.
The new campaign, running from March to May, is to celebrate the fact that those customers who took out an O2 Refresh contract from April 2013 will begin to see their bills automatically halved from next month. This is due to the unique way O2 Refresh works – once they’ve paid for their phone, customers need only pay for the airtime (minutes, texts and data) they use. As a result, customers’ bills will drop by an average of £18 per month once they reach their two year anniversary. These customers can then choose to upgrade their phone, buy a new piece of smart tech or simply save the money and continue on their current contract.
High five vs facepalm
The campaign focuses on how O2 Refresh makes customers feel great compared to those on tariffs which continue to charge them once their phone has been paid off. Appearing from today onwards across outdoor, press, digital outdoor, display, social and search, the ads feature O2’s cat having fun on a brightly lit street compared to a sad cat in a dull grey world with headlines including “Facepalm or High five”, “Grrr or Woof” and “Sourpuss or Top dog”. Placements include Motion@Waterloo, the 40m long x 3m high digital screen at Waterloo station, and the North London Towers, as well as throughout the UK.
New Be More Dog ad
The campaign will also feature a new Be More Dog TV ad, coming at the end of March and directed by Owen Trevor. In the ad, O2’s doglike cat gets his monthly bill automatically halved and takes a walk on the exciting side of life, set to the iconic sound of Stayin’ Alive by the Bee Gees, much to the jealousy of other cats who are still paying for a phone they have already paid off.
“We’re passionate about saving our customers money and helping them get the best out of their technology,” said Nina Bibby, O2’s Marketing and Consumer Director. “O2 Refresh epitomises this and we’re going all out to celebrate so many of our customers automatically getting their bills halved.”
The campaign, created by VCCP and planned by Forward Media, has a total spend of £8.4m across a range of phases and media types. O2 will also be celebrating O2 Refresh’s anniversary with basecomms and updating its stores.
To find out more about O2 Refresh, visit o2.co.uk/refresh.