The aim of the new campaign is to demonstrate that customers are its priority and to emphasise that it guarantees its existing customers “the best deals available”.
O2 hopes to evoke a sense of “optimism” despite a tough economic environment by setting the ads in a mythical and surreal world.
The campaign, titled “thinking of you”, features a TV ad which takes on a mythical feel with a half-goat half-human faun character acting as a narrator to bring to life O2’s “mind”, depicted by a fantasy world landscape.
UK marketing director at O2, Sally Cowdry, says: “We know that times are tough for our customers at the moment and they want to know what’s in it for them when they interact with brands.
“Through this campaign we want customers to know that we are thinking about them and remind them that they can get a whole range of tangible benefits just from being on O2.”
In December, Cowdry was handed additional responsibility for the commercial performance of its consumer business as part of a wider overhaul of its management structure.
The 40-second TV and cinema ad spots for the new campaign will be supported by outdoor, online and press activity. Creative was developed by VCCP. The first TV ad will air on 4 February.
O2 has a total advertising spend of £70m for the year, the bulk of which is made up by direct response ads which have deals for specific tariffs and devices.