O2 is launching a £4m brand advertising campaign focusing on customer experience that it says will set the tone of its marketing for the rest of the year.
The campaign, which breaks next week, introduces colour into the telecoms operators’ familiar blue advertising. The famous O2 bubbles and the “See what you can do” strapline remain but marketing director Sally Cowdry says the new work “evolves” the O2 brand.
“It has a warmth and optimism and is more personable because it’s got people in it,” she adds. “It’s very humble in its approach and acknowledges that there is still work to be done.”
The TV and outdoor work breaks next Monday, with cinema activity following on May 11. The TV campaign follows the journey of a couple through several environments including a lake and a forest and the voiceover says: “Whether you want to capture a memory, share an experience or just listen to something, we’re always thinking of ways of making things better for our customers”.
The activity, which has been created by Vallance Carruthers Coleman Priest, will be followed by a £4.5m campaign in May to support the launch of O2’s “Favourite Place” tariff.
The company will offer pre-pay customers 500 minutes of free calls to UK landlines and other O2 mobiles from the postcode of their choice every month.
Cowdry, meanwhile, denies industry speculation that O2 is about to review its advertising account. The company was VCCP’s launch client.