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By The Drum Team, Editorial

March 8, 2012 | 2 min read

O2 is today launching a £12m above the line campaign with VCCP, which is set to run for 16 weeks, including cinema, TV, outdoor, press, DM, retail and online.

Facebook fans are the first ones to see the new O2 ad, which highlights how technology is changing people’s lives and the new possibilities that this creates, with the chance to comntinue the conversation on Twitter using the hashtag #changing.

Sally Cowdry, O2 marketing and consumer director, 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.”

TV screens and posters across key O2 retail stores will tell the story of O2 Money, Priority Tickets, Think Big and Priority Moments using augmented reality; with the campaign also to be promoted using ‘sound showers’, with directional sound functionality at high footfall outdoor sites and retail stores to raise awareness of the TV ad and the Little Boxes song.

A ‘World of Possibilities’ voice activated website is set to launch on 18 March, enabling users to access an O2 Guru who can take them through services such as Wifi, Priority Moments, O2 Money and Think Big.

Media buying for the campaign was handled by ZenithOptimedia.

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