02 launches £4m Guru's above-the-line campaign
A £4m above-the-line campaign has been launched by 02 to grow awareness of the 02 gurus.
The gurus are a nationwide team of technology experts who provide free technology advice, both in-store, over the phone and online.
The O2 Guru campaign has been created by VCCP, with media buying handled by Zenith Optimedia.
The gurus will help 02 customers to get the most out of mobile technology with the campaign aiming to present them ‘in action’.
The TV campaign will run for 10 days across over 20 stations, running at the same time three times a day, with a different tip being delivered each time while the outdoor will be delivered through cross-track projections across key London train stations, in-line with the TV creative.
An online 10-day roadblock campaign will run across major online portals, while press activity will feature a partnership with the Metro to deliver different tips each day and featuring QR Codes to allow people to access tips.
Video tweets from the Gurus will also be tweeted in real-time response to questions being asked through Twitter.
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.”
Last year. The 02 Guru service was launch, currently employing 250 Gurus through out the country, which will expand by another 100 this year.
A new YouTube channel will also launch, dedicated to the 02 Gurus, where they will offer free support and advice.
The campaign follows last year’s launch of the in-store O2 Guru service, which currently employs more than 250 Gurus in O2 stores throughout the country, and is due to expand to over 350 by the end of this year. This year also saw the launch of O2 Guru TV, a new You Tube channel offering free support and advice.