Profile: Sir Charlie Mayfield

John Lewis Partnership Chairman

O2's cat leaps back into action for Refresh

O2 has launched what it deems the “first proof point” of its recently unveiled “Be More Dog” strategy with a new TV ad highlighting its Refresh tariff offer.

The ad once again stars the forlorn ginger cat who longs to be a dog. This time the cat is bemoaning how everything in life seemed “out of reach”, until he became a dog. The ad’s narration then segues into information about the Refresh tariff, which allows customers to upgrade their phone at any point in their contract.

The latest push, created by VCCP, airs on TV tonight (19 July) and will also run across press, online, search and VOD.

Meanwhile, O2 has also been testing Snapchat as part of its Be More Dog strategy. Every day at 4pm, followers of O2’s Snapchat account have been sent a self-destruct picture of a piece of technology, with the first to tweet the company with the name of that tech winning it as a prize.

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