In 1999 BT Group acquired Securicor's 40 percent share of Cellnet and the company was later rebranded as BT Cellnet.
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BT Cellnet was rebranded as "O2" on 19 June 2002, along with other former BT subsidiaries; Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 19 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity.
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