The strapline replaces the brand's 'It's your O2, see what you can do' slogan, which has appeared in its campaigns since 2006.
O2 marketing director Sally Cowdry said the strategic shift followed extensive research, which suggested that the company's 18m UK customers want 'more connections than ever before'.
The positioning will be central to O2's marketing during 2008. The strapline will be introduced in a 'surreal' 60-second TV ad, which breaks tomorrow (Thursday) and is part of a £5m push. The work continues the brand's use of bubbles and blue backgrounds, but, according to Cowdry, has 'added humanity and warmth that hadn't been so evident in the past'.
The ad, created by VCCP, centres on scenes in which people at locations including a restaurant and a bus stop are shown connecting seamlessly with one another. VCCP, has also created posters and online work.
Separately, O2 will also roll out its annual 'Scrum in the Park' experiential event to promote its association with the England rugby union team. This summer it will expand the activity with a series of 'Scrum on the Beach' events featuring members of the national side.
.jpg)
.jpg)