O2 is launching an ad campaign that aims to “celebrate individuality” as part of a shift in marketing strategy at the mobile operator that aims to return it to its roots and help customers feel excited, rather than concerned, about new technology.

The spot, created by VCCP and running from tonight, will promote its new ‘custom plans’, a new way for contract customers to pay for their mobile phone, giving them the option to choose how much they pay upfront, how many months they take to pay off the balance and the ability to shift their tariff up and down on a monthly basis. The ad features a diverse range of people to show O2’s plans are as individual as its customers.

The launch follows research conducted by the brand, which finds 50% of consumers feels ripped off by fixed payments for their mobile devices, and 70% are more likely to spend money with businesses that offer greater flexilibity.

Speaking to Marketing Week, O2 CMO Nina Bibby says: “Our new ad for customer plans is all about individuals and we’re celebrating individuality.

“It is an example of where we are very much using data to understand and to drive the insight… We want customers to embrace and use mobile for all the great things it offers and this is a great way of giving customers the flexibility to do that in a way that suits their lives and their budgets.”