Still on O2, the UK operator is going in for a big image overhaul, with a new $18.5 million ad campaign, with initial campaign executions increasing its focus on mobile content. The tagline has evolved to ‘It’s your O2. See what you can do.” One of the first campaign ads offers all O2 customers free music video downloads, with a second offering free downloads of maps from Streetmap.
Guardian: The focus on using new services is being carried through to O2’s network of 350 retail outlets with the creation of a dedicated “blue area” in each store that will allow customers to test and trial new multimedia services on phones. Online O2 is significantly expanding its “blue room” with content and downloads.
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