O2 encourages consumers to 'Be More' ahead of 4G launch

O2: "be more dog" campaign
O2: "be more dog" campaign

O2 is encouraging consumers to explore technology in preparation for the launch of its 4G network, with a multi-million pound ad campaign that introduces the 'Be More' brand strategy.

The first execution in the 'Be More' campaign is an ad called "be more dog", designed to "help spread positivity, excitement and inquisitiveness".

Gary Booker, marketing and consumer director, O2, said: "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."

O2 and Vodafone are expected to launch their 4G networks later in the summer as they seek to gain ground on big-spending EE, which launched the UK's first 4G network last year after being controversially granted 4G bandwidth ahead of a 4G auction at the start of this year.

A TV spot encouraging everyone to "embrace their inner dog" to live life to the full by exploring technology is spearheading the O2 campaign, which launches today (4 July).

Television activity will be supported by O2’s "biggest" social media campaign to date, which gives O2 social media fans the first look at the TV ad and a #bemoredog hashtag will attempt to create buzz around the campaign.

A specialist team will create content and scour social channels to "target, inspire and reward dog-like attitude", while O2 will also place shareable ads featuring dogs on YouTube videos of "cat-like behaviour" in a strategy it has named "dog bombs".

Meanwhile, a bespoke BeMoreDog.com website is hosting a dual-screen game that allows visitors to use their mobile to throw a Frisbee from their phone to a cat on the screen.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer