O2 launches £10m ad campaign ahead of 4G launch


Major ATL push, which appeals to consumers to ‘Be more dog’, is part of a refreshed brand strategy by the operator

O2 has launched an advertising campaign worth a reported £10 million ahead of its 4G launch this summer as part of a refreshed brand strategy.

‘Be more dog’ is aimed at promoting the operator in a more playful, enthusiastic and optimistic attitude, highlighting the possibilities of technology and encouraging customers “to live more, do more and be more with O2”.

The major ATL campaign launches with an online preview today before premiering on TV and in cinemas from Saturday.

O2 said the ad shows the transformation of a “particularly nonchalant and aloof cat who discovers his dog-like side”. From chasing sticks, digging holes, swimming and chasing cars, the cat embraces his dog-like side to get the most out of life.

The campaign is supported by O2’s biggest social media campaign to date, seeing a complete two-week takeover of its channels. On YouTube, O2 will be identifying trending videos that feature cat-like behaviour with ‘Dog Bombs’, short shareable videos featuring cats and dogs.

The BeMoreDog.com bespoke website has also been created, aimed at introducing technology in a playful way. It features a specially designed game using dual-screen technology, enabling visitors to use their mobile as a control to throw a frisbee from their phone to the cat on the screen. Vistors can also create their own ‘Dog Bomb’, which they can post to friends.

‘Be more dog’ will also run outdoor from July 15-18 and across O2 shops. The store fronts will feature posters and video content, which O2 said “dramatises the benefits of moving from a disenchanted cat-like state, to an energised, enthusiastic dog attitude.” O2 Gurus will also be helping customers in-store to get the most out of their handsets.

O2 marketing and consumer director Gary Booker said: “We want to inspire people to get the most out of their technology. Be more dog is all about encouraging Britain to embrace the new, have a go with the unknown and dabble in innovation.

“We’ve just launched O2 Refresh which lets our customers get their hands on the latest technology, whenever it’s released. We’re also gearing up for our 4G launch later this summer, so it’s the perfect time to get the nation trying more and being a little bit more dog.”