The campaign, which will include TV, outdoor, press and online elements, has been created by agency VCCP and aims to promote O2’s home broadband customer service credentials.
In its ads, O2 is using a series of characters to help spread the brand’s message, including “Mystery-Speed Mook” (pictured).
The move comes as rival BT unveiled a multi-million pound campaign introducing “Infinity”, its consumer broadband service that uses fibre optic technology, and offers faster download speeds of up to 40Mb. Virgin Media is also championing its high-speed broadband offering.
Last week, O2 launched its new “Home Phone” service for all new and existing O2 broadband customers across the UK.
Ads have already been running in national newspapers offering the home broadband and home phone bundles using a “No Support-a-Saurus” character. The TV ads will expand on these ads, promoting the benefits of a home broadband and home phone bundle with O2.
The campaign is set to break on Friday (21 May).
Sally Cowdry, O2 marketing director, says: “At O2, we’ve been listening to our customers and we’ve realised that many of them want great value, an end to hidden costs and the convenience of being able to pay their home phone and broadband bills together. That is exactly what they will get from us now. O2 is committed to providing the same quality of service with Home Phone that we have established with our broadband over the years.”