Mobile operator O2 is planning to evolve and move the company's iconic brand and advertising forward with a £10mn brand refresh, the most significant brand activity since launch which is due to go live on the 8th of May 2006. The award-winning brand has contributed significantly to the company's growth and success over the last four years and today O2 has the largest active customer base in the UK and a turnover of £4bn. The brand refresh builds the brand further whilst maintaining its key elements of its iconic blue and bubbles which are used to demonstrate the sophistication of mobile services and the role mobile plays in our lives today.

The new brand refresh also reflects O2's continued strategy of focusing on loyalty for its customer base and placing the customer at the heart of the business. The launch of the brand refresh will break above the line on the 8th May through a wide range of media advertising including TV. The refresh and creative has been developed with VCCP and the media buying supplied by ZenithOptimedia and Agency republic for online. As part of the campaign, the recognisable brand bubbles which first represented the brand at launch in 2002 have evolved to signify the possibilities and services that O2 delivers to its customers, whilst the strapline has also evolved to "It's your O2. See what you can do" engendering greater brand enablement for customers.

The 50 second advertisement includes new animation techniques used for the first time in the UK, to create exciting new visual effects to promote O2's fresh thinking, innovation and creativity.
www.O2.com