Latest O2 campaign features blogging mum

LONDON - As part of a £6m marketing campaign to support the launch of three family products, O2 has hired a former journalist to blog about how technology is helping her life as a busy mum.

The "Mum-e" blogger will write about her life and engage with mothers through family forums and social networking sites such as Twitter. O2 has launched to feature her posts.

Mum-e blogger forms part of a wider social media and advertising campaign for 02 that has been launched to promote the O2 Joggler, O2 Calendar and the O2 Your Family Bolt-on.

O2's £6m campaign goes live on May 18, spanning television, cinema, print and online media.

The creative, developed by VCCP, shows a kitchen scene where the fridge is the hub of family life, and features a family of animated fridge magnets.

In the TV ad, stopframe animation is used to show the family organising their appointments using the O2 Joggler.

The ad will run on TV for five weeks and in cinema across the summer. The print campaign will run in national press and family lifestyle magazines for six weeks. Online advertising will focus on a range of lifestyle and news websites.

Alistair Johnston, marketing director at O2, said: This is the first time we have specifically gone out to target the family segment of the market.

"We believe this market represents a great opportunity for O2 and that with the products we are launching, we can add value to family life. This campaign will help re-position O2 as a more family-orientated brand."

The O2 Joggler is a seven-inch touch screen device for the household that keeps the family connected.

Appointments, birthdays, school runs and work deadlines can be stored on its calendar, which will text reminders to family members' O2 mobile phones.

With the O2 Your Family Bolt-on, one family member pays £7.50 per month and nominates four other O2 people to join their calling circle. All calls, text and picture messages within this calling circle are at no extra cost in the UK.

Media buying was handled by Zenith Optimedia, online creative by Agency Republic, social media by VCCP Digital and below the line communications by AIS.

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