O2 UK to unveil new brand strategy focused on services instead of rate plans

O2 UK is preparing to launch a new multimillion-pound branding campaign later this month that focuses on the company's activities in mobile money, ticketing and shopping. The new promotion will consciously move away from highlighting handsets and tariff plans and will emphasize a new way of thinking.

Sally Cowdry, O2 UK's marketing and consumer director, told Marketing Week that board members have approved the new marketing plan."This isn't just about a marketing campaign, it's about a galvanising change in attitude and culture across the entire business; a common lens through which everything in the business can be assessed," she said.

O2 UK is planning to inform consumers of its new approach in a variety of ways, including a voice-activated brand website and the use of augmented reality in posters and advertisements. In addition, the company will use "sound showers," an outdoor advertising format where consumers can be targeted with audio only they can hear.

"In our market, we believe everyone blurs into one," Cowdry said. "We want to stand out from the crowd and open up the possibilities of what we can do for money, ticketing, shopping, your community and communicate we are enabling change by unlocking technology."

The new campign for O2 UK comes weeks after Everything Everywhere began repositioning its Orange UK and T-Mobile UK brands by defining Orange a premium brand and T-Mobile as a low-cost offering. The EE marketing plan, which according to an earlier Marketing Week report will cost around £15 million, emphasises the key differences between the two brands.

For more:
- see this Marketing Week article

Related Articles:
O2 UK preps London for Europe's largest free Wi-Fi network
Telefónica Europe revenues hit by Euro-zone crisis
Everything Everywhere overhauls Orange, T-Mobile brands
O2 UK tops daily Twitter limit to calm security fears
Telefónica to launch mobile wallet service by mid-year

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