The mobile operator has sought to align its brand with youth audiences in recent years through a series of sports and media initiatives.
However, it now plans to launch a £5m ad campaign aimed at families, which will promote a home-organiser device and family tariff.
An animated ad is being developed by VCCP, which will use the 'We're better, connected' strapline. O2 is to roll out the £150 Joggler touchscreen device in April, which it is positioning as the first electronic organiser designed to help co-ordinate family life.
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