Image and product campaign:

O2 is breaking new ground

-O2 is showing surreal landscapes in the form of image worlds and in commercials
-Image and product campaign aims to sharpen O2's brand image
MUNICH. Telefónica O2 Germany is going to launch a new advertising campaign on 21 January: "Breaking new ground" ("Neue Wege gehen") is the message. The image and product campaign highlights that O2 is moving off the beaten track to make the life of customers simple and easier. Evidence of this attitude are the products O2 o, O2 MyHandy, O2 DSL and the new O2 Double-Internet-Flat.
As part of the new campaign O2 is communicating an unusual approach by showing surreal images: in films, out of home motifs, online and at the POS. The images have been implemented by photographer Michael Schnabel. "The campaign is intended to express that O2 is ready to take an unconventional approach to ensure that our customers benefit from clever and simple ideas", says André Schloemer, Vice President Brand Management, Telefónica O2 Germany.
This objective is also reflected by the "Breaking new ground" commercial. The American director Lance Acord has captured different landscapes and mood lighting scenes in the dunes of Death Valley or between snow-covered redwood trees in Sequoia. The campaign starts with a 40-second commercial which will be broadcast with reminders from 21 January on all major German TV stations. The film is also available on the internet as a 90-second version on YouTube. O2 is also breaking new ground on the internet: The brand is presented in many startling and interactive special and standard productions and provides consumers new ways on the internet. For example, the so-called "WebRing" - which takes interested users on an adventure trail through various exciting microsites. Users may go on this journey on from the end of January. With its products, the telecommunications provider O2 implements simple and clever ideas for customers: O2 o is a tariff with no monthly fee and term of contract and the first tariff to include an automatic cost airbag. In addition, O2 DSL is now available without any contract period. O2 MyHandy enables customers to obtain cutting-edge mobile phone models even without any mobile contract, and the new O2 Double-Internet-Flat offers an internet flat rate for the smartphone and laptop.
The makers of the campaign
On the customer side at O2
Vice President Brand ManagementAndré Schloemer Telefónica O2 Germany
Head Of Branding, Brand Strategy, Brand & Trade CommunicationTim Alexander Telefónica O2 Germany
Senior Brand ManagerSandra Schloemer Telefónica O2 Germany
On the agency side at VCCP Berlin
Senior CopywriterSebastian Oehme, VCCP Berlin
Art DirectorMichael Milczarek, VCCP Berlin
Account DirectorChristiane Schmid, VCCP Berlin
Production Film Soup Film Berlin
DirectorLance Acord
Set designerK.K. Barrett
Production image campaign
PhotographerMichael Schnabel
Telefónica O2 Germany GmbH & Co. OHG belongs to Telefónica Europe and is part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. Telefónica Europe has nearly 49 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.