The campaigns, using a consistent creative and media strategy across the region for the first time, were developed by M&C Saatchi Singapore, appointed after O2's restructure to assist in a regional brand building drive.
M&C Saatchi has created a series of campaigns that seek to stimulate interest in O2's recently launched X-range of mobile devices by focusing on design in a category that tends to highlight technical capabilities. "This year the push is really about style and substance, not just a leader in technology but a leader in innovative design as well," commented O2's vice-president of brand and marketing, Pei Wen Wong.
A TVC promoting the Xda II mini adopts a whimsical style, showing the device forming part of a dandelion, a squid and a snowflake to the accompaniment of a languid and relaxed soundtrack.
M&C Saatchi has already created print and outdoor ads to promote O2's Xda IIs and Xphone II models. The TVC for the Xda II mini, billed as the world's smallest PDA-phone, is part of a through-the-line push due to break later this month.
O2 sharpens A-P thrust with first regional ad blitz
O2 has stepped up the tempo of its marketing drive, launching its first regional campaigns since reorganising its Asia-Pacific operations six months ago to sharpen its regional focus.