O2 has launched its latest campaign, “Only O2/Switch Up,” highlighting the flexibility and freedom available to its customers.

The campaign, created in partnership with VCCP London, is the third instalment in the “Only O2” series, which showcases exclusive benefits for O2 customers.

At the center of this campaign is O2’s “Switch Up” service, which allows customers to swap their phones every 90 days without paying off their current contract.

This flexibility is brought to life in a 40-second film featuring Bubl and protagonist Sophie, who frequently appears with a new phone at her running club, thanks to Switch Up.

The campaign will be featured across TV, cinema, video-on-demand, online video, social media, print, radio, retail and in-app communications.

Simon Valcarcel, Marketing Director at Virgin Media O2, said: “Flexibility is at the heart of our Switch Up offering, so we wanted to capture this freedom to swap your phone easily and visualise it in a real-world scenario. Technology is constantly evolving, and O2 ‘Switch Up’ is our unique way of ensuring that O2 customers can always enjoy the latest innovations as they emerge.”

David Masterman, Deputy Executive Creative Director at VCCP, added: “We all know someone who always has to have the latest phone. Switch Up is the perk for them.”