O2 celebrates individuality as it launches ‘big and bold’ new positioning


O2 is launching an ad campaign that aims to “celebrate individuality” as part of a shift in marketing strategy at the mobile operator that aims to return it to its roots and help customers feel excited, rather than concerned, about new technology.
The spot, created by VCCP and running from tonight, will promote its new ‘custom plans’, a new way for contract customers to pay for their mobile phone, giving them the option to choose how much they pay upfront