O2 starts a new campaign

Guaranteed to make hearts race: O2 starts a new campaign to launch O2 More

MUNICH. "More goose bumps, more heartbeats, more encores," Telefónica O2 Germany announces in its campaign for the launch of O2 More. The new music and entertainment concept offers O2 customers more than just mobile phones and rates. O2 customers will experience more top-notch live events. The campaign made up of cinema and TV commercials, print ads, posters and an online campaign takes place at the POS and awakens desire for an exciting event season with O2.
The advertising commercials for the O2 More campaign whisk viewers away into the world of vibrating concert halls, suspenseful cinemas and emotional shows, depicting the intensity of live events in a way that is up close, direct and positively tangible. The message is at the focus of all communication measures: "Because our customers mean more to us, we give them more than just rates and mobile phones. More goose bumps, more heartbeats, more encores." The key visual of the campaign is a heart made out of bubbles. The commercials will be shown as a 30-second clip in the cinema and as 45, 30 and 20-second TV versions. Other measures include target group-specific print ads, social media, out of home advertising (OOH) as well as online and POS measures. Long nights on the sofa are over: in early April O2 More will be launching its interactive website www.o2more.de. Thanks to the O2 More concept, registered O2 customers will receive exclusive pre-sale purchase rights for over one thousand concerts, cinema premieres and shows throughout Germany. The concept is complemented by other benefits such as free tickets, access to VIP lounges and much more. Mobile ticketing and event search apps are also available.
"With the O2 More campaign we are positioning ourselves in the entertainment sector and showing that we offer our customers more than just mobile phones and rates - we make it possible for them to attend live events, which are only reserved for our customers," says Tim Alexander, Vice President Brand Management at Telefónica O2 Germany, summarising the new concept. "In the future we also particularly want to use O2 More to reward customer loyalty." The communication measures have been implemented by VCCP Berlin together with Interone, Ogilvy, Lambie Nairn and Smartin. Zenith is responsible for media planning and purchasing.


Telefónica O2 GermanyAgency: VCCP Berlin
Tim Alexander (Vice President Brand Management)Kirsten Frenz (Senior Art Director)
Sandra Schloemer (Senior Brand Manager)Philipp Löffel (Senior Copywriter) Astrid Thomsen (Account Director)
About O2 More O2 More offers registered O2 customers exclusive benefits such as pre-sale purchase rights 48 hours before the official start of sales for over 1,000 events and more than three million tickets throughout Germany. Registration takes place via the website www.o2more.de. Mobile apps enable mobile ticketing, make it easier to search for events and provide a space to exchange and interact with friends. For select events, registered O2 customers can also benefit from exclusive parking options, VIP upgrades, backstage passes, meet & greets, smartphone hotspots as well as mobile phone charging stations. O2 More will be replacing the O2 Crew concept in April 2011. Further information is available at www.o2more.de 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 more than 56 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany. According to a network test by "connect" magazine (edition 12/10), O2 is top of the list when it comes to reliable file downloads and champion in the telephony category. In the overall result O2 is on second position.