T-Mobile leads 02 in awareness as rebrand ads start

April 25, 2002

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T-Mobile leads 02 in awareness as rebrand ads start

Mobile networks T-Mobile and O2 have made a strong start in their rebranding campaigns, building high awareness scores with the public in their first week of activity.

According to this week's exclusive OMD Snapshots survey, 81% of One2One customers said they were aware it had changed its name to T-Mobile. Of those who are BT Cellnet customers, only 67% were aware it had changed its name to O2. Overall, 45% of respondents were aware of the O2 rebrand, whereas 60% were aware of the T-Mobile rebrand.

O2's lower awareness level is probably down to its rebranding campaign lagging a week behind T-Mobile. Both companies have launched teaser ads informing users of the changes.

Next week they will go head-to-head with marketing blitzes that will strive to build brand awareness while emphasising features and functionality.

As revealed in Marketing last week, T-Mobile's advertising, through Saatchi & Saatchi, is being marketed under the tagline 'Get More' against O2 which, through start-up agency Vallance Carruthers Coleman Priest, has opted for the line 'See what you can do'.

Analysis, page 15

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Marketing