O2 has launched a £4.5million marketing campaign to promote O2 Bluebook, an innovative free service which enables O2 customers to back up and store all the valuable information held on their mobile phones, including address book contacts, text and picture messages and photographs, securely on a personal online portal.
The O2 Bluebook campaign, delivered by VCCP, spans television, cinema, print and online media and will also include an exclusive, interactive promotion with the Metro newspaper.
The creative leads with the message, ‘Nothing is Lost’, and the TV ad shows a woman collecting messages and photos in a number of magical ways and then storing them in a scrapbook of memories – her Bluebook.
The print campaign will run with national press including the Observer Magazine and lifestyle media such as Heat, Nuts and Kerrang. Social networking sites, Facebook, My Space and Flickr will also support the advertising portfolio for O2 Bluebook, with a range of banner advertising all driving traffic through to o2.co.uk/bluebook to encourage registration
The campaign will also be supported by an interactive promotion that will run in conjunction with Metro newspaper. Metro readers will be encouraged to upload images, texts and videos to the Metro website, metro.co.uk, where a gallery will display the uploaded content. The activity will culminate in a four page Metro cover wrap showcasing a montage of selected images on March 28.
Marketing Director of O2 UK, Sally Cowdry, said, “With text messages replacing letters and camera phones replacing photo albums, people’s memories are increasingly going digital.
"We understand that customers are concerned with losing their memories but that backing up can be complex. So we have created Bluebook with these insights in mind to offer customers a simple but effective way of being able to back up everything on their mobile."
She added, "This campaign will be crucial in educating our 18million customers about this innovative new service.”