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ADVERTISING CAMPAIGNS

O2 ‘Oxygen’ TV ad

Agency: VCCP

Client: O2

O2 has 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.

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.

The brand believes that 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” will be reflected in a new strap line delivered by actor Sean Bean.. ‘We’re better, connected’ will feature on all O2 brand communications moving forward.

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.

TV is being supported by 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.

She added, “So our focus is now on empowering and enabling them to better connect to people and things that matter.”

AJR
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