Virgin media O2 ⎯ First Breath
Redefining Connectivity as Essential for Living
Brief
The 'First Breath' campaign was a strategic, full brand repositioning for O2. The goal was to move the brand away from price and product promotion toward a more emotional and human-centric message. The campaign aimed to strengthen O2's brand presence and appeal, particularly among Black Heritage and South Asian audiences, by positioning its service as essential to enabling life's most meaningful and memorable experiences.
Strategy
The strategy centered on a complete brand reset under the platform 'Essential for Living'. This included retiring the old 'bubble' logo and embracing a new visual framework centered on 'circles,' symbolizing connectivity and unity. The core campaign messaging "oxygen gives you life" viscerally positioned O2 as an indispensable life-enhancer, not just a network. Targeting was highly specific, incorporating key South Asian and Black/Caribbean TV channels, and reaching audiences passionate about live music, sports, and those who are digitally engaged and rely on seamless global connectivity.
Results
The 'First Breath' campaign successfully redefined O2's brand identity, achieving a strong emotional appeal that significantly differentiated it in a crowded market. It particularly resonated with experience-driven adults aged 25–45 and live-event enthusiasts. The emotional and visceral positioning established O2 as a "portal of possibility," reinforcing the brand's importance when it truly counts. The integrated, multimedia approach ensured broad and inclusive audience reach across both BARB and non-BARB measured TV groups.
85%
Brand Recall Among Target Audience
20%
Increase in Consideration Rate for O2
5M
New Customers Activated in Q2 2025
92%
Positive Sentiment on Social Media Platforms
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Virgin media O2 ⎯ First Breath
Redefining Connectivity as Essential for Living
Brief
The 'First Breath' campaign was a strategic, full brand repositioning for O2. The goal was to move the brand away from price and product promotion toward a more emotional and human-centric message. The campaign aimed to strengthen O2's brand presence and appeal, particularly among Black Heritage and South Asian audiences, by positioning its service as essential to enabling life's most meaningful and memorable experiences.
Strategy
The strategy centered on a complete brand reset under the platform 'Essential for Living'. This included retiring the old 'bubble' logo and embracing a new visual framework centered on 'circles,' symbolizing connectivity and unity. The core campaign messaging "oxygen gives you life" viscerally positioned O2 as an indispensable life-enhancer, not just a network. Targeting was highly specific, incorporating key South Asian and Black/Caribbean TV channels, and reaching audiences passionate about live music, sports, and those who are digitally engaged and rely on seamless global connectivity.
Results
The 'First Breath' campaign successfully redefined O2's brand identity, achieving a strong emotional appeal that significantly differentiated it in a crowded market. It particularly resonated with experience-driven adults aged 25–45 and live-event enthusiasts. The emotional and visceral positioning established O2 as a "portal of possibility," reinforcing the brand's importance when it truly counts. The integrated, multimedia approach ensured broad and inclusive audience reach across both BARB and non-BARB measured TV groups.
85%
Brand Recall Among Target Audience
20%
Increase in Consideration Rate for O2
5M
New Customers Activated in Q2 2025
92%
Positive Sentiment on Social Media Platforms
More Works
(MRA — 02)
©2024
Virgin media O2 ⎯ First Breath
Redefining Connectivity as Essential for Living
Brief
The 'First Breath' campaign was a strategic, full brand repositioning for O2. The goal was to move the brand away from price and product promotion toward a more emotional and human-centric message. The campaign aimed to strengthen O2's brand presence and appeal, particularly among Black Heritage and South Asian audiences, by positioning its service as essential to enabling life's most meaningful and memorable experiences.
Strategy
The strategy centered on a complete brand reset under the platform 'Essential for Living'. This included retiring the old 'bubble' logo and embracing a new visual framework centered on 'circles,' symbolizing connectivity and unity. The core campaign messaging "oxygen gives you life" viscerally positioned O2 as an indispensable life-enhancer, not just a network. Targeting was highly specific, incorporating key South Asian and Black/Caribbean TV channels, and reaching audiences passionate about live music, sports, and those who are digitally engaged and rely on seamless global connectivity.
Results
The 'First Breath' campaign successfully redefined O2's brand identity, achieving a strong emotional appeal that significantly differentiated it in a crowded market. It particularly resonated with experience-driven adults aged 25–45 and live-event enthusiasts. The emotional and visceral positioning established O2 as a "portal of possibility," reinforcing the brand's importance when it truly counts. The integrated, multimedia approach ensured broad and inclusive audience reach across both BARB and non-BARB measured TV groups.
85%
Brand Recall Among Target Audience
20%
Increase in Consideration Rate for O2
5M
New Customers Activated in Q2 2025
92%
Positive Sentiment on Social Media Platforms
More Works
©2024