O2: your smartphone is here
|Cross-media campaign for smartphone offers|
|Gross reach of 1 billion contacts|
TV spots, online videos, Internet banners, mailings, digital out-of-home campaigns and traditional posters advertise the attractive smartphone offers such as HTC, Samsung and Apple. TV spots and outdoor advertising precede the month of the campaign, supported by mailings and ads from the middle of the month onwards. A new creative concept using cartoons places the smartphones centre-stage in each campaign. The digital realisation is its special feature. Since all motifs are created on the computer, O2 can react to growth with even greater efficiency and speed, and stand out from the competition. The central message: "O2 - your smartphone is here". O2 has with its various portfolio for every customer a suitable smartphone.
"We sell almost exclusively smartphones," explains Tim Alexander, Vice President Brand Management at Telefónica Germany. "The campaign demonstrates that we are the first choice for smartphone customers. The costs of the devices have for every purse an adequate offer and with O2 My Handy the customer can pay comfortable and easy." During the first month, starting on July 2, O2 showcases the HTC Wildfire S under the heading "Bling-bling not Ka-Ching". To underline this, sparkling diamonds surround the smartphone, something that will particularly appeal to the female target group. The second motif is the HTC Desire S. Aimed at the male market, its headline reads: "High Tech. Low Price." Space rockets around the device pick up on the theme in the text. The third key visual points out the savings potential and the campaign duration to customers. The 20-second TV spot picks up on the comic motifs. The HTC Desire S speeds through space as a rocket while a red planet points out the savings potential and the campaign duration. Another 20-second ad recommends the matching O2 Blue tariff for the smartphone. 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. partizan and Regie Gal Shkedi produced the TV-Spots.
|Telefónica Germany||Agentur: VCCP Berlin|
|Tim Alexander (Vice President Brand Management)||Jessica Phillip (Senior Art Director), Michael Opitz (TV Producer)|
|Tino Krause (Head of Media, Direct & CRM Communication), Ansgar Haensel (Senior Brand Manager)||Philipp Löffel (Senior Copy Writer), Astrid Thomsen (Account Director)|
|Telefónica Germany GmbH & Co. OHG and its brands O2 and Alice belong to Telefónica Europe and are 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. According to a network test by "connect" magazine (edition 12/10), the O2 network is top of the list when it comes to reliable file downloads and champion in the telephony category. In the overall result the company is on second position. Telefónica Europe has more than 57 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.|