O2 UK has unveiled a new brand strategy that aims to position the operator as more than just a network.

The mobile operator, which the European Commission blocked from merging with rival Three UK, has launched a “More for You” campaign to replace “Be More Dog” that has run for the past three years.

O2 said the new brand promise aims to showcase how it has “something for everyone”, including perks from its Priority loyaloty programme, best-in-class customer service from its Gurus and flexibility via its Refresh contracts.

A dedicated “brand content hub” – o2.co.uk/moreforyou – showcases all the products and services it is offering its 25 million customers.

The new campaign, which runs across TV, cinema, out-of-home advertising, social and display, will use digital programmatic and location based tools and techniques.

O2, which is also transforming its retail stores, said it was unleashing a multi-million pound advertising campaign.

[Read more: European Communications launches CMO of the Year award 2016]

The operator came sixth in Brand Finance’s latest ranking of European telecom brands, behind Sky, BT, Orange, Vodafone and winner Deutsche Telekom.

Nina Bibby, Marketing and Consumer Director, O2, said: “Like many great campaigns, Be More Dog was ahead of the curve when it hit our screens back in 2013.

“It acted as a rallying cry, encouraging customers to be confident with the possibilities of new technology.

“Customers feel confident today and the time has come for the next chapter in the O2 brand narrative, by introducing More for You.

“Our phones connect us to the people and things we love, they have replaced our diaries and hold our memories – our phones have literally become extensions of ourselves.

“So it’s our role to make sure that people are connecting with their phones in a way which enhances their lives.

“Which is why we strive to give them more of what they want – put simply, O2 understands that your phone is more than just a phone, which is why we give our customers more than just a great network.”

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