O2 has launched a campaign combining the power of TV, video, social media, and out-of-home to promote a revamp to its Priority rewards offering.

The TV spot features the UK being showered with stars falling from the sky, as people catch stardust in the form of exclusive invitations only available to O2 customers. The ad, which features a soundtrack by Tom Grennan covering ‘City of Stars’, will air during Love Island and Celebrity Juice today (5 July) before featuring in other prime time slots during shows such as 8 Out of 10 Cats and The Voice Kids Final. It will also feature across social media, video on demand, and at out-of-home sites across the country.

To support the ad, O2 has also introduced a Snap Lens on Snapchat, enabling users to catch their own stardust via augmented reality. There’s also a dedicated Priority Bot on Facebook Messenger.

The refreshed Priority app uses a combination of AI and machine learning to present relevant perks and experiences to customers in a ‘Just for you’ section. Customers can now also select up to three preferences of things they like to do and what they would like to do more of.

“Today we celebrate the relaunch of Priority, with a completely new app design and new personalised invite-only moments based on our customers’ preferences,” said Rachel Swift, brand director at O2. “This campaign brings to life how our customers feel more alive with Priority, supported with regular exclusive experiences from a fantastic range of new and existing partners.”