O2 launches £7m ‘Be More Dog’ campaign for Priority app


Above-the-line campaign, which begins this Saturday, aims to highlight all the benefits of the operator’s digital loyalty service

O2 is launching a new £7 million above-the-line advertising campaign in support of its revamped Priority app.

The campaign, launching this Saturday, is the latest instalment in the operator’s ‘Be More Dog’ advertising, which first debuted in the UK last July. It will include TV, digital, out-of-home, mobile, radio and social advertising.

It sees O2’s cat helping an audience learn how to make the most out of Priority through offers, tickets and experiences. Members of the audience include England rugby players Mike Brown and Alex Goode (of which O2 is the official sponsor), as well as the general public learning how to ‘Be More Dog’.

The television ad will debut during flagship shows this weekend, including the FA Cup Final on ITV, Fargo on Channel 4 and 24 on Sky 1. It will also appear in cinema’s across the UK.

As well as TV and cinema, the campaign also features out of home and online executions, with geo-located mobile adverts and homepage takeovers on a range of websites including MSN and YouTube. This takeover will also be implemented at Euston Station in London for five weeks.

The above-the-line campaign highlights the three central elements of O2 Priority, which the operator claims is the UK’s biggest digital loyalty service, with one offer redeemed every 12 seconds. Last week the operator revealed that Priority (Moments, Tickets and Sport) was used seven million times in Q1, with customers taking advantage of more than 1,000 offers.

Launching next Monday, O2 customers will be able to enjoy a £1 lunch every Monday from a range of vendors including Upper Crust, Dominos, Pumpkin Cafe and Caffe Ritazza, with more to follow throughout the year.

Priority Tickets will see gig pre-sale tickets for O2 customers will be announced each Wednesday over the coming weeks, which will be trailed by clips from O2’s Lady Gaga pre-sale advert throughout the campaign.

O2 will also be shortly be launching ‘Once in a Lifetime’ competitions on the Priority app, including what it says are “unbeatable” experiences for rugby and music fans.

Updates to the O2 Priority app have started, beginning with the Apple iPhone range, which is now available via the App Store.

O2 marketing and consumer director Nina Bibby said: “O2 Priority was created to help our customers live the good life with O2, thanks to hundreds of offers, discounts and deals available to choose from. Our new campaign reinforces that message in a playful way, encouraging people to Be More Dog and explore some fantastic experiences via our revamped app.”