O2 launches brand refresh with new TV campaign

O2's £5m brand ‘refresh' strategy launches today with a TV ad carrying the strapline "We're better, connected". This replaces "It's your O2. See what you can do."

Sean Bean will be used again to deliver the new line, which will be used on all future O2 brand communications.

The new strategy is based around the premise that ‘a more connected world is a better world', and on the idea that ‘everything starts with a connection'.

This stems from O2's belief that in an increasingly fragmented society the need to feel part of a community is greater than ever.

Sally Cowdry, Marketing Director of O2 UK, said: "We've had incredible success with the O2 brand over the past six years.

"But we need to keep the brand fresh, reflecting changing market conditions and customer priorities."

The new TV spot opens under water with two organisms creating a bubble that travels into a surreal O2 world, where communities connect in an engaging way.

This story continues to use core elements of the brand - the O2 blue and bubbles - whilst trying to reinforce the theme of connection.

The refresh has been developed with VCCP, with the ads directed by Matthew Cullen and Grady Hall from Motion Theory. Zenith Optimedia are the media planners.

The creative for the new campaign will show on a wide range of media, including TV, cinema, outdoor, and online.

Credits

Project name: ‘We're Better, Connected' O2 Brand Campaign
Client: Richard Murfitt, Head of Advertising, O2 UK
Creative agency: VCCP
Creative team: Nik Stewart & Jonny Parker
Planners: Charles Vallance & Sophie Maunder-Allan
Media agency: Zenith Optimedia
Media planner: Joe Lunn
Media spend: £5m
Production company: Rokkit London
Directors: Matthew Cullen and Grady Hall