O2 launched a £4m above-the-line campaign to drive awareness of O2 Gurus on June 3. It's new Gurus are a nationwide team of technology experts provide free, impartial mobile technology advice in-store, online and over the phone.
Building on the current "Thinking of You campaign", O2 Gurus show how O2 helps customers get the most from mobile technology.
The campaign shows O2 Gurus in action: a series of daily technology tips – from how to insert a SIM card to how to use apps for star gazing – will feature across all the selected media channels in the campaign designed for maximum reach and impact.
A 10-day TV campaign across more than 20 stations will be running three times a day featuring a different tech tip each day. The TV tells the story of a week-long holiday in which an O2 Guru helps Hemingway the squirrel and the faun with a range of tips to help them get the most out of their smartphones.
The campaign also incorporates Outdoor, Digital and Press platforms as well as including O2 Guru video tweets in real time response to questions being asked to O2 via Twitter. The activity will answer questions from the public, as well as targeting well-known influential tweeters.
Sally Cowdry, marketing director at O2 said, “O2 Gurus are passionate about making technology accessible to everyone regardless of their technical expertise. This campaign is designed to bring them to life in a fun and engaging manner and demonstrates our continuing commitment to putting customers at the heart of everything we do."
Media buying is being handled by Zenith Optimedia.