O2 wants to show it's the gift that keeps on giving in new ad strategy

O2 has revealed a new brand strategy after ditching its long-running ‘Be More Dog’ positioning last month. Now, it will hone in on the idea that with people so attached to their devices, mobiles phones become more than just mobile phones and O2 has become more than just a mobile network

“Like many great campaigns, 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,” said O2 marketing boss Nina Bibby.

Dubbed ‘More for you’, the campaign launched on social by asking people to talk about their phone habits using the hashtag #newnormal. It will be supported by a series of three short films directed by BAFTA award winner Stevan Riley.

For the first time, O2 is also investing heavily in programmatic and banked 20 different executions of the campaign which will be served to internet users depending on who and where they are and what they’re browsing online.

A major fully-integrated ATL campaign will launch today (2 June) which, much like the Be More Dog work, will see O2 celebrate the perks, service, and connectivity on offer to its 25 million customers by suggesting it's the gift that keeps on giving.

Bibby continued: “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.”

The creative was developed by VCCP with media buying handled by Forward Media.

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