O2 Gurus

Background

O2 has launched a £4m above-the-line campaign to drive awareness of O2 Gurus:  a nationwide team of technology experts which provides free, impartial mobile technology advice in-store, online and over the phone.

The campaign will span TV, outdoor, digital, press and experiential digital activity.  Building on the success of the current Thinking of You campaign, O2 Gurus show how O2 is committed to helping customers get the most from mobile technology.  O2 Gurus are O2’s most passionate and knowledgeable technology experts who make complex technology easy for everyone to understand.

The campaign shows O2 Gurus in action: a series of daily technology tips – from how to insert a SIM card to how to use apps for star gazing – will feature across all the selected media channels in the campaign designed for maximum reach and impact;

TV: a 10-day TV campaign across more than 20 stations, running at the same time, three times a day featuring a different tech tip each day.  The TV tells the story of a week-long holiday in which an O2 Guru helps Hemingway the squirrel and the faun with a range of tips to help them get the most out of their smartphones.

Outdoor: innovative cross-track projections in key London train stations which will provide commuters with a different tip each day, in line with the TV creative.

Digital: an online 10-day roadblock campaign across all major portals, running high impact, high reach placements with a different HPTO each day. Press: partnership with Metro giving readers a different tip every day until the end of the year. Press advertising will feature Quick Response (QR) codes so people can access the tips wherever they may be.