O2 repositions brand to become a ‘breath of fresh air again’

O2's breathe of fresh air

O2 is a brand built upon a supposed breath of fresh air, when it launched in 2005 it looked to offer a new proposition to the mobile market – now it is returning to its roots with a return to an old brand message.

‘Breathe it all in’ is the strapline that the carrier will be pressing through the UK from 1 September. It looks to highlight how the mobile is a vital part of modern life. British spoken word artist George the Poet narrates a TVC in which the concept of digital oxygen is forwarded. O2 will connect mobile users and show how they “feel more alive” when they are connected. Visually they explore star-crested vistas and see the planet from space, and under the sea.

The multimillion-pound campaign kicks off with an out of home push featuring the creative illustrated at the top of the article. Piccadilly Circus Lights, Waterloo Motion and an experiential walk through the Waterloo Travelator serve as the crown jewels of this push. Meanwhile, O2 looks to drive emotion with some vast Imax spots. On TV, the 90-second hero film will debut on The X Factor 1 September.

Activity will follow on Facebook, Twitter, Instagram and Snapchat. Influencers will also reinterpret the ‘breathe it all in’ mantra. The Snapchat Lens can be seen below.

Nina Bibby, chief marketing officer of O2, said: “O2 began as a breath of fresh air because we understood that phones were essential to living. But now these devices support our lives more than ever before, so it’s time for O2 to be a breath of fresh air again and inspire our customers to feel more alive with technology.

“This is not just another campaign, but rather a whole new direction for the brand based on its roots and what makes O2 unique in the marketplace.”

On the product side, coinciding with this breath of fresh air, O2 has made its bundles easier to customise, and pay for. It believes that flexibility will incentivise new customers to join the company. Especially the option to pay for devices over between three and 36 months.

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