O2 today revealed the latest evolution of its strategy with the launch of a multi-million pound advertising campaign. Continuing its highly successful and longstanding focus on differentiating through customer experience, O2 plans to extend its iconic brand through fresh thinking and new possibilities.

Launched ten years ago with the philosophy of ‘See what you can do’, O2 has always been driven by customer insight, innovation and a passion to deliver great experiences. Through consistently breaking new ground with initiatives from The O2 through to Priority Moments, the award-winning brand has expanded beyond mobile and built a unique level of customer loyalty. The new strategy builds upon these foundations, with the belief that with fresh thinking there are no limits to what you can do.

The first iteration of the new strategy launches with an ATL campaign breaking on 8 March. Set against an ever-changing background the 60-second TV ad highlights how technology is changing people’s lives and the new possibilities this creates. The most interactive O2 campaign to date, it highlights the importance of innovation and fresh thinking with a number of media firsts:

‘ A World of Possibilities – The world’s first voice-activated website enabling users to access an O2 Guru who can take them through the array of new services that O2 has on the horizon, from Wifi, Priority Moments, O2 Money and Think Big. www.o2.co.uk/changing*

‘ Sound showers ‘ in a UK media first designed to raise awareness of the TV ad and the Little Boxes theme tune, the campaign uses directional sound functionality at high-footfall outdoor sites and retail stores to create surprising ‘stop in your tracks’ moments.

‘ Augmented Reality ‘ TV screens and posters across key O2 retail stores will tell the story of O2 Money, Priority Tickets, Think Big and Priority Moments using augmented reality to give customers the opportunity to learn about how things are changing at a deeper level.

O2 Marketing and Consumer Director, Sally Cowdry said: ‘This is much more than just a change in our advertising, it’s the continuing evolution of our strategy designed to put the customer at the heart of everything we do. O2 has always been defined by innovating around what customers really care about and now more than ever there is a huge opportunity to deliver new possibilities through fresh thinking. By applying this philosophy to everything we do across our business we can help unlock the potential of our brand and mobile technology to create new experiences and value for our customers. At the start of this campaign we will be further demonstrating how things are changing in both shopping and community through Priority Moments and Think Big, followed by more through the year.’

The new campaign will break above the line on the 8 March and will run for 16 weeks across a wide range of media advertising including cinema, TV, outdoor, press, DM, retail and online. The campaign will also be driven across all O2 social media channels beginning with giving O2 fans on Facebook the first look at the TV ad and continuing the conversations via Twitter with #changing. The creative was developed by VCCP with media buying supplied by ZenithOptimedia. For more information visit www.O2.co.uk

*World of Possibilities voice activation launching 19th March 2012

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