Photo source: marketingmagazine.co.uk
O2 is one of the mobile network providers in the UK. As the market of mobile network providers is highly dynamic and competittive, the bar is set high for all the competitors. Standing out in the crowd is just not an option for them, it is a requirement. Their costumers have a notoriously fickle behaviour, as they can be lured by an appealing tariff or the prospect of a better deal. Basically, their ad campaigns need to cut through all the noise and be memorable, influence the viewers and outshine the competition. So what did O2 do? They created the Be More Dog campaign!
Be More Dog by O2
Typically, in the UK Orange is the mobile network provider with the most creative and memorable ads, while O2 tends to bring up the rear when it comes to creativity. That’s until they devised Be More Dog. The tale of a once nonchalant and lethargic cat that sees the errors of its ways and reinvents itself by behaving more like a dog was brought to life by MPC. The video is accompanied by a print campaign that features witty messages such as ”Life’s a stick, go chase it” , massive efforts on social media and an interactive game.
O2 tapped into UK’s love of animals with this 10 million pound campaign and planned to use it as an underpin for its push for 4G customers. O2 said the campaign aims to “spread positivity, excitement and inquisitiveness … to rid the UK of cynicism” by getting people to “embrace their inner dog”. “We’re living in one of the most exciting eras as far as technology goes… but somehow we’ve got a little jaded by it all”, said the O2 Marketing and Consumer Director, Gary Booker.
O2’s Be More Dog is all about encouraging Britain to embrace the new technologies and innovations and was created by ad agency VCCP. What do you think of O2’s campaign?
References: creativeblog.com, theguardian.com, marketingmagazine.co.uk
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