O2 today unveiled the next creative step for its iconic brand, supported by a multi-million pound advertising campaign, ‘More for you’. The revamped brand strategy evolves the insight that O2 was founded on – mobile connectivity is like digital oxygen and customers would rather lose their wallet than their phone. The campaign brings this forward to the present day and demonstrates an understanding that mobiles are now more than just mobiles and O2 is more than just a network, with its ability to give its 25 million customers more of what they want, need and love.
‘More for you’ is based on the insight that in just ten years mobile phones have become fundamental to people’s lives, with smartphones now in the pockets of two thirds of UK adults. It will see O2 celebrate the perks, service, flexibility and connectivity on offer to customers to help them have the best possible experience with their mobiles. It will showcase how O2 has something for everyone, whether it’s perks like Priority Tickets to gigs 48 hours before general release or exclusive restaurant offers through O2’s Priority app, or even more advice for parents when it comes to helping keep their kids stay safe online through O2’s partnership with the NSPCC.
The campaign launched in social with O2 revealing the results from a nationwide study commissioned to understand just how much phone have become more than phones. This will be supported by a series of three short films directed by BAFTA award winning director Stevan Riley designed to spark debate and open the conversation about our own personal #newnormal phone habits, with consumers invited to take series of online quizzes to see how they compare to the rest of the country.
A major fully-integrated ATL campaign follows shortly after, covering the full range of O2’s market leading products and services. To deliver against the ‘More for You’ brand promise, the campaign will focus on targeted, contextual, and localised executions. For the first time O2 is sustaining and targeting the brand narrative across more than 20 propositions using the latest digital programmatic and location based tools and techniques, to serve the right customers with the right messages at the right time.
The first TV ad airs on Sky 1 at 8.45pm on 2nd June uses the analogy of a gift box to demonstrate that your phone is more than a phone on O2, with Priority being like having a gift that just keeps on giving. Through a series of light hearted vignettes the ad showcases the range of deals and offers O2 customers can experience, from gig tickets and movie premieres to exclusive daily deals.
It is the first of multiple TV ads that will run across digital OOH, social, display, VOD and cinema until the end of the summer. Each ad will focus on a different core product or service.
In retail, O2 stores will be transformed to feature new highly impactful window creative, aligned with digital and social.
All activity will drive to a dedicated brand content hub – o2.co.uk/moreforyou – showcasing the full range of products and service unique to O2 through a series of videos and features designed to help customers and the general public get the most from their phones.
Nina Bibby, Marketing and Consumer Director, O2, said:
“Like many great campaigns, Be more dog was ahead of the curve when it hit our screens back in 2013. It acted as a rallying cry, encouraging customers to be confident with the possibilities of new technology. Customers feel confident today and the time has come for the next chapter in the O2 brand narrative, by introducing More for you.
Our phones connect us to the people and things we love, they have replaced our diaries and hold our memories – our phones have literally become extensions of ourselves. So it’s our role to make sure that people are connecting with their phones in a way which enhances their lives. Which is why we strive to give them more of what they want – put simply, O2 understands that your phone is more than just a phone, which is why we give our customers more than just a great network.”