O2 vs. Monster

MUNICH/Germany. The new integrated campaign for the innovative mobile phone tariff O2 o starts on August 13. Mobile phones that turned into annoying little monsters show the unpleasant aspects of mobile phone contracts. The campaign consists of cinema and TV commercials, print ads and an interactive online campaign, as well as special forms of advertising and promotions.
In the TV commercial, a young man frees himself from his monster tariff by inserting an O2 o SIM card into his monster mobile phone. This is promptly transformed back again from an annoying monster into a normal mobile phone. "Replace monster tariffs with O2 o" is the message of the campaign, which employs both classic ads and below-the-line, online, social media and guerrilla methods. The monsters developed by New York artist Joshua Ben Longo take the campaign's centre stage. The concept is based on the results of a survey by TNS Infratest among almost 1,000 mobile phone users. Conducted on behalf of Telefónica O2 Germany, the survey asked about the most common preconceptions relating to mobile phone contracts. These are still seen as expensive and inflexible, even though this is no longer the case. Perfect proof of this is the O2 o tariff, which has neither a minimum contract period nor a basic fee and offers the O2 cost airbag. The most common preconceptions about mobile phone tariffs are embodied in the "Monster Tariffs" campaign. The commercials will be shown as a 45-second clip in the cinema and as 30 and 20-second TV versions. The monsters will also be seen in numerous special forms of advertising, takeover campaigns and promotions. At the same time O2 is launching its own interactive online campaign on www.o2.de/monster. In the campaign O2 o customers will be invited to join the "Monster Taskforce" and to track down and eliminate tariff monsters within their circle of friends. The campaign was developed by VCCP Berlin together with smartin Cologne and Mindshare Frankfurt. The commercial was produced with Stink Berlin, under the direction of the Swedish collective Stylewar. Filmefex from Budapest was responsible for the animation of the monster dolls. The print and OoH motifs were photographed by Oliver Schwarzwald. "With these monsters we have discovered a charming way to demonstrate the weaknesses of the mobile phone world. In O2 o we are offering a simple way to get rid of your old monster tariff," says André Schloemer, Vice President Brand Management at Telefónica O2 Germany.
Telefónica O2 GermanyAgency: VCCP Berlin
André Schloemer (Vice President Brand Management)Lars Wohlnick (CD Art)
Tim Alexander (Head of Branding, Brand Strategy, Brand & Trade Communication)Oliver Frank (CD Text)
Sandra Schloemer (Senior Brand Manager)Marco Ziegler (Management Supervisor) Christiane Schmid (Account Director)
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 about 55 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.

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Related information

The end of a lazy monster life O2 Essay Sep 6, 2010 The unknown world of tariffs - TNS Infratest study reveals knowledge gaps Press Release Aug 5, 2010

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