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Activity throughout June will advertise its mobile offer and Streetmap promotion, offering free map downloads to mobiles.

It forms part of a £10 million brand refresh, of which the web makes up about 10 per cent, marking an "increased investment in online" for O2, said head of advertising Tom Sutton.

He added: "Online is a great media to generate two-way dialogue. As a business, we have recognised the digital revolution and have quite a dominant share of voice in online media."

The web push was created by Agency Republic. The brand refresh launched on last month.