Magazine article Marketing

ADWATCH: 02 Highlights Unique Benefits of Its Pre-Pay Service - O2's Ads Aim to Create a Strong Brand Image to Draw Attention to a Wide Range of Offers, Says Jules Grant

Magazine article Marketing

ADWATCH: 02 Highlights Unique Benefits of Its Pre-Pay Service - O2's Ads Aim to Create a Strong Brand Image to Draw Attention to a Wide Range of Offers, Says Jules Grant

Article excerpt

O2, formerly BT Cellnet, has launched its first branding work by start-up agency Vallance Carruthers Coleman Priest (VCCP).

The campaign, which runs with the strapline 'See what you can do', forms the first phase of a global ad assault that aims to win over customers from rival networks.

An execution called 'Pay and go wild' has entered this week's adwatch at number 14, with 49% recall.

Several ads make up the campaign, and all adopt a tranquil atmosphere and feature people or animals surrounded by a blue expanse of bubbles.

The campaign includes generic brand ads and product specific ads to communicate the diverse service range the network offers. Leftfield provides the soundtrack.

The recalled ad focuses on O2's 'pay-as-you-go' tariff. The voice over explains that it's the only pay-as-you-go with inclusive text messages and minutes every month to any network. It features a group of young people running through the bubbles. The strapline echoes the voiceover with 'See what you can do - O2'. …

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