As we ramp up to the semester’s end, “be more dog” and embrace the fun in life sounds like a good message.
O2 is a mobile telephone service provider hoping to be top dog in the UK. O2’s Be More Dog commercial features “Ginger O2 Cat,” who is going through an identity crisis. Being aloof and indifferent is no longer as fulfilling to Ginger as it used to be, so he’s on a quest to feel the breeze in his fur and catch the frisbee of life.
O2 features Ginger on its home page, the O2 Twitter feed, O2 Facebook page, and Ginger even has his own Facebook page. You can see here that I Liked Ginger’s personal page.
Rather than waiting for pesky 2-year mobile contracts to run out, O2 uses Ginger to encourage customers to “be less patient, Be More Dog” in its No Waiting commercials. But O2 isn’t limiting themselves to Ginger and the Be More Dog campaign and saturating their platforms with the same content.
The brand has an energetic and fun digital presence associating the brand with music, sport, food, travel, and they use high-profile celebrity endorsements for O2 Priority, a mobile service on O2 devices that allows customers access to pre-sale tickets to “some of the hottest gigs and live events.”
While we may not have much time to Be More Dog until the semester ends, there’s always two minutes in everyone’s day to watch Beyonce!
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