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
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.