O2 has launched a £12m 'fresh thinking' advertising campaign, focusing on how technology is changing people's lives.
The above the line (ATL) campaign launched today (8 March) across several formats, including a 60 second television ad, and will run for 16 weeks. On 19 March, the operator will launch what it describes as the world's first voice activated website, www.o2.co.uk/changing, where users can talk to an O2 Guru who can show them services such as Wi-Fi, its loyalty campaign Priority Moments, O2 Money and Think Big. It is also setting up augmented reality television screens and posters across key O2 stores to highlight key offers.
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.'
Editor: Graeme Neill