O2 revamps brand strategy with new marketing drive

O2 revamps brand strategy with new marketing drive

O2 has announced a brand strategy revamp with the launch of a new marketing campaign.


Called ‘More for you’, the network explained that the campaign would focus on how crucial the mobile phone has become to consumer lives. The ad will feature a gift box that follows a customer throughout the day offering different O2 deals. The network explained that this will aim to showcase smartphones as a ‘gift that keeps on giving’.


The ‘More for you’ campaign will launch across a number of social and digital platforms with the hashtag #newnormal. The initial launch will be followed by three short films that O2 said would spark debates about consumer’s smartphone habits. This will be supplemented with a change to retail stores to suit the new brand message.


The revamp follows on from O2’s ‘Be more dog’ adverts, which aimed to encourage consumers to try new technology. For Nina Bibby, marketing and consumer director at the network, ‘More for you’ marks the next step in boosting customer confidence.


‘Like many great campaigns’, she said, ‘Be more dog was ahead of the curve when it hit our screens back in 2013. It acted as a rallying cry, encouraging customers to be confident with the possibilities of new technology. Customers feel confident today and the time has come for the next chapter in the O2 brand narrative, by introducing More for you.


‘Our phones connect us to the people and things we love, they have replaced our diaries and hold our memories – our phones have literally become extensions of ourselves. So it’s our role to make sure that people are connecting with their phones in a way which enhances their lives. Which is why we strive to give them more of what they want – put simply, O2 understands that your phone is more than just a phone, which is why we give our customers more than just a great network.’


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