Europe UK : O2 is launching a £4.5million marketing campaign to promote O2 Bluebook, an innovative free service which enables O2 customers to back up and store all the valuable information held on their mobile phones, including address book contacts, text and picture messages and photographs, securely on a personal online portal.

The O2 Bluebook campaign, delivered by VCCP will go live on the 3rd March spanning television, cinema, print and online media and will also include an exclusive, interactive promotion with the Metro newspaper.

The creative leads with the message, ‘Nothing is Lost’, and the TV ad shows a woman collecting messages and photos in a number of magical ways and then storing them in a scrapbook of memories – her Bluebook.

The print campaign, launching on the 4th March, will run with national press including the Observer Magazine and lifestyle media such as Heat, Nuts and Kerrang. Social networking sites, Facebook, My Space and Flickr will also support the advertising portfolio for O2 Bluebook, from the 5th March with a range of banner advertising all driving traffic through to o2.co.uk/bluebook to encourage registration.

The campaign will also be supported by an interactive promotion that will run in conjunction with Metro newspaper. Launching on the 10th March and running for the rest of the month, Metro readers will be encouraged to upload images, texts and videos to the Metro website (www.metro.co.uk), where a gallery will display the uploaded content. The activity will culminate in a four page Metro cover wrap showcasing a montage of selected images on the 28th March.

Sally Cowdry, Marketing Director, O2 UK comments, “With text messages replacing letters and camera phones replacing photo albums, people’s memories are increasingly going digital. We understand that customers are concerned with losing their memories but that backing up can be complex. So we have created Bluebook with these insights in mind to offer customers a simple but effective way of being able to back up everything on their mobile. This campaign will be crucial in educating our 18million customers about this innovative new service.”

Michael Sugden, Managing Director, VCCP says, “memories are one of our most cherished possessions, yet too often they are trapped on your mobile phone. O2 Bluebook can release them in an instant.”

Grant Woodthorpe, Metro’s Executive Director of Sales comments, “We are delighted to be working with O2 and ZenithOptimedia on this new campaign. Bluebook is extremely relevant for Metro readers and the interactive activity on metro.co.uk and in the paper will really bring the new service to life.”

The advertising content remains true to O2’s recognisable blue hue and contains ‘the O2 bubble’, now synonymous with the O2 brand.