O2 is risking the ire of British cat lovers with the launch of a multimillion pound ad campaign urging consumers to 'be more dog'.
The operator said the campaign, which will begin online today (4 July) and across TV and cinema from 6 July, is designed 'to rid the UK of cynicism'. O2 said the campaign will encourage consumers to 'embrace their inner dog' by using technology to its fullest potential. The campaign will feature an aloof cat that discovers his dog side by chasing sticks, digging holes and chasing cars. O2 is gearing up its ad spend, with this campaign worth a reported £10m, ahead of the launch of its 4G proposition later this summer.
Gary Booker, marketing and consumer director at O2, said: 'We're living in one of the most exciting eras as far as technology goes and it's throwing up endless, and sometimes life changing, possibilities for us and our customers. But somehow we've all got a little jaded by it all. Maybe we've been spoilt for choice, or got too much too quickly? Whatever the reason – we want to inspire people to get the most out of their technology.
'Be more dog is all about encouraging Britain to embrace the new, have a go with the unknown and dabble in innovation. We've just launched O2 Refresh which lets our customers get their hands on the latest technology, whenever it's released. We're also gearing up for our 4G launch later this summer, so it's the perfect time to get the nation trying more and being a little bit more dog.'
Author: Graeme Neill