Throughout the season O2 will offer a collection of invitation-only ‘moments’ and experiences every day, promoting the fact on TV, out of home, video on demand and social media by comparing the service to magical stardust.
In the TV spot, Britain is seen grinding to a halt as an incandescent meteor shower erupts from the heavens. Far from being a harbinger of the impending apocalypse the astronomical event instead rains down free gifts upon open-mouthed onlookers.
People will then be able to catch their own stardust by with an augmented reality Snap lens on Snapchat to nab a variety of exclusive invites including invites to Secret Cinema presents Stranger Things, Tutankhamun: Treasures of the Golden Pharaoh and free fitness classes organised by MoveGB.
Rachel Swift, brand director, O2 said: “Today we celebrate the relaunch of Priority, with a completely new app design and new personalised invite-only moments based on our customers’ preferences. This campaign brings to life how our customers feel more alive with Priority, supported with regular exclusive experiences from a fantastic range of new and existing partners.”
Other improvements to the Priority app include a ‘Just for You’ section to present tailored perks based on past engagements with customers also able to select their top three preferences.
O2 has been touting its live experience credentials in a bid to remind the public that it is more than just a mobile operator.