O2 Things are changing
Never before has O2 faced so much competition. The other operators are becoming increasingly aggressive and they are facing new threats from technology brands like Skype, What’s app, Apple and Google. To continue leading the market and show we understand our customers’ needs in a rapidly evolving world, O2 needed a new business and brand strategy – Fresh Thinking, New Possibilities.
We live in a world of sameness. People and brands tend to copy each other and do things the same way so life can blur together. However, this is not what people want. They looking for brands and technology to enable them to do the things they love in new and better ways.
Things are changing. We used the famous protest song Little Boxes to perfectly illustrate the conformity of life. However, we re-wrote the lyrics to show customers we are challenging these conventions. In our new world, magical things happen which represent the new possibilities we are creating for our customers. The brand ad sets up our new belief system which we will substantiate throughout the year.