THE CALLING GREETING CARD
| Title | THE CALLING GREETING CARD |
| Brand | TELEFÓNICA O2 |
| Product/Service | THE CALLING GREETING CARD |
| Category |
A04. Promotional Item Design |
|
Entrant Company
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INTERONE BBDO Hamburg, GERMANY
|
|
Advertising Agency
|
INTERONE BBDO Hamburg, GERMANY
|
Credits
| Michael Ohanian |
Interone Gmbh |
Cco |
| Shin Oh |
Interone Gmbh |
Ecd |
| Jan Köpke |
Interone Gmbh |
Ecd |
| Jacques Pense |
Interone Gmbh |
Ecd |
| Roy Cohen |
Interone Gmbh |
Ecd |
| Alex Werle |
Interone Gmbh |
Concept |
| Stefan Schwarz |
Interone Gmbh |
Concept |
| Joko Weykopf |
Interone Gmbh |
Concept |
| Sven Welters |
Interone Gmbh |
Concept |
| John Dubois |
Interone Gmbh |
Concept |
| Tobias Schwaiger |
Interone Gmbh |
Copy |
| Tobias Blineder |
Interone Gmbh |
Copy |
| Michiko Stefani |
Interone Gmbh |
Copy |
| Christoph Hübner/Tanja Glamann/Pedro Americo/Aleksandra Tanasijenko |
Interone Gmbh |
Ad |
| Ivy Behrens |
Interone Gmbh |
Screendesign |
| Andreas Nieder/Daniela Madderken/Marco Russo/Fabian Koelle |
Interone Gmbh |
Beratung |
| Max Plötz/André Thamerus |
Interone Gmbh |
Produktion |
| Thomas Fink/Bjoern Ahlers/Felix Hilck/Veronika Ziegler/Nikolai Bockholt |
Interone Gmbh |
Technik |
| Klaus Assmann/Christoph Hübner |
Interone Gmbh |
Illustration |
Brief Explanation
The telco market is a highly competitive environment where it is becoming increasingly difficult to stand out. Products and price are virtually interchangeable. New ideas, services and products are in demand. O2 is one of the leading telcos in Germany. By launching groundbreaking mobile solutions in the past, it also happens to be one of the most innovative companies.
The Brief
The task was to renew o2’s pioneering spirit in people’s minds.
How the final design was conceived
Our first prototype was intended to test if the idea would work at all. To do this, a basic Arduino Leonardo was combined with an external aftermarket battery, an Arduino GSM shield and some additional wiring.
After we had proven that the greetings card would work, the task of our second prototype was to bring all the electrics into a format that could be contained in an almost standard-size greetings card. We developed our own printed circuit board, which was only one third of the size of the initial Arduino setup.
3rd generation: In this prototype we came closer to mass production: speaker, microphone and battery were included on the pcb board. The initializing mechanism, which starts the call after the card is opened, was developed to a stage where it would work perfectly – even after the card had been opened hundreds of times.
4th generation: The Calling Greeting Card in its final form. Only some small details were changed, with the main focus being on simplifying the whole pcb in order to lower the production budget.
Indication of how successful the outcome was in the market
Thanks to social media it has never been so easy to send greetings. But unfortunately less personal. We are reinventing one of the oldest communication channels. The greeting card has become the telephoning greeting card. It makes congratulations something special again.
When the recipient opens it, a call is automatically made to the sender so they can both speak to each other directly!
The idea sparked the web: directly after the launch, the o2 Greeting Card generated buzz throughout international media – countless tech blogs were writing about our innovative new product. The coverage of our now patent pending greeting card brought us applications for license from the US, Australia, Netherlands and India. So we were not only creating awareness for o2 as an innovative brand but also inventing a new product and therefore a new source of income for o2.
The objectives were exceeded. 9 out of 10 addressees opened the greeting card and started a surprising conversation. Via a web interface we received encoded information how many greeting calls were made with the telephoning card. The average call duration was 6 minutes 37 seconds.