O2 launches Guru ad campaign

O2 today launches a £4m above-the-line campaign to drive awareness of O2 Gurus: a nationwide team of technology experts which provides free, impartial mobile technology advice in-store, online and over the phone.

The campaign launches on 3rd June and will span TV, outdoor, digital, press and experiential digital activity. Building on the success of the current Thinking of You campaign, O2 Gurus show how O2 is committed to helping customers get the most from mobile technology. O2 Gurus are O2’s most passionate and knowledgeable technology experts who make complex technology easy for everyone to understand.

The campaign shows O2 Gurus in action: a series of daily technology tips ‘ from how to insert a SIM card to how to use apps for star gazing ‘ will feature across all the selected media channels in the campaign designed for maximum reach and impact;

‘ TV: a 10-day TV campaign across more than 20 stations, running at the same time, three times a day featuring a different tech tip each day. The TV tells the story of a week-long holiday in which an O2 Guru helps Hemingway the squirrel and the faun with a range of tips to help them get the most out of their smartphones.

‘ Outdoor: innovative cross-track projections in key London train stations which will provide commuters with a different tip each day, in line with the TV creative.

‘ Digital: an online 10-day roadblock campaign across all major portals, running high impact, high reach placements with a different HPTO each day.

‘ Press: partnership with Metro giving readers a different tip every day until the end of the year. Press advertising will feature Quick Response (QR) codes so people can access the tips wherever they may be.

In addition, the campaign will also include O2 Guru video tweets in real time response to questions being asked to O2 via Twitter. The activity will answer questions from the public, as well as targeting well-known influential tweeters.

This 10-day launch campaign is the curtain-raiser to a prolonged push which will see O2 Gurus provide a technology tip every day of the year via a variety of channels. Further digital and mobile activity which will provide contextually relevant tips across lifestyle websites and social media and will enable the public to select which tips to view.

Sally Cowdry, Marketing Director at O2 said: ‘O2 Gurus are passionate about making technology accessible to everyone regardless of their technical expertise. This campaign is designed to bring them to life in a fun and engaging manner and demonstrates our continuing commitment to putting customers at the heart of everything we do.’

The campaign follows last year’s launch of the in-store O2 Guru service, which currently employs more than 250 Gurus in O2 stores throughout the country, and is due to expand to over 350 by the end of this year. This year also saw the launch of O2 Guru TV, a new You Tube channel offering free support and advice.

The O2 Guru campaign was created by is VCCP and with media buying handled by Zenith Optimedia

For more information on Gurus visit www.o2.co.uk/gurus