London, UK, 7th April 2008: O2 today revealed a £5m million brand refresh strategy which will enhance the company’s iconic brand and advertising and will include a change to the “Its your O2 See what you can do” strapline introduced in May 2006 and made famous by Sean Bean’s unique delivery.

The new strategy is based around the insight that in today’s changing and increasingly fragmented society, the need to feel part of a community, is more important than ever. Today, people want to feel better connected to the people that matter to them, and O2, with its mobile and Broadband services and unique sponsorship partnerships is well positioned to enable those connections. O2’s new brand brief that “a more connected world is a better world” – indeed that ultimately everything starts with a connection – will be reflected in a new strap line delivered by Sean Bean of ‘We’re better, connected’. ‘We’re better, connected’ will feature on all O2 brand communications moving forward.

The refresh and creative has been developed with VCCP, directed by Matthew Cullen and Grady Hall from Motion Theory with media planning by ZenithOptimedia.

The story opens under water with two organisms creating a bubble that travels through into the O2 world, quirky and surreal, where communities connect in an engaging way. The creative reflects core elements of the O2 brand – its blue and bubbles, but reinforces the theme of connection and humanity, reflecting the changing philosophy of O2 and its new direction.

The creative for the new brand campaign will break above the line on the 10th April through a wide range of media advertising including TV, outdoor, cinema and online.

“We’ve had incredible success with the O2 brand over the past six years, quickly establishing it as a leading UK brand,” said Sally Cowdry, Marketing Director, O2 UK. “But we need to keep the brand fresh, reflecting changing market conditions and customer priorities. Customers are very much at the heart of our business but the role of O2 in their lives is changing. So our focus is now on empowering and enabling them to better connect to people and things that matter.”

This evolution represents an important milestone in the development of the O2 brand which has contributed significantly to the company’s growth and success, which at six years old has a number of accolades for its marketing and advertising.


Journalists can contact the Virgin Media O2 press office on: 01753 565656
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