THE CALLING GREETING CARD
| Title | THE CALLING GREETING CARD |
| Brand | TELEFÓNICA O2 |
| Product/Service | THE CALLING GREETING CARD |
| Category |
A01. Innovative Technology (incl. standalone solutions not in association with a brand or creative campaign) |
|
Entrant Company
|
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 |
The Brief
“O2 motivates and enables people to explore the possibilities of digital technology and use them to enrich their lives.” To make the O2 brand repositioning more widely known and more tangible, one of the oldest means of communication was reinvented: We created the telephone greeting card. The inside of the card contains a GSM module, microphone and loudspeakers as well as an SD card for saving the number that is called by the card. In this way, congratulations and greetings go back to being something personal and special. The O2 greeting card first appeared at a time at which greeting cards abound: Christmas. Low-budget and realized by a small team of cracks, the campaign was promoted on Facebook only and appeared on the O2 website youcando.o2online.de. The telephone greeting card in its ultimate form. Currently at beta stage.
The “O2 greeting card” is a patent-pending innovation and a new product. It was developed using classic mobile phone technology. In a completely new field: We transformed a classic cardboard greeting card into a smartphone. As soon as the recipient opens the O2 telephone greeting card, they’re directly connected to the sender.
Our first prototype tested whether the idea would work at all. A basic Arduino Leonardo was combined with an external aftermarket battery, an Arduino GSM shield and some additional wiring. After establishing the feasibility of the greeting card, the task of our second prototype was to bring the electrics into a format that could fit into a near-standard-size greeting card. We developed our own PCB, which was one-third of the size of the initial Arduino setup. In this prototype, we came closer to mass production: speaker, microphone and battery were included on the PCB. 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. Only some small details were changed, with the focus being on simplifying the whole PCB in order to lower the production budget.
Plans for series production are in the making. Licence requests have come from USA, Australia, the Netherlands and India. The technology hasn’t received any seed capital or funding. The next stage will be a public rollout to the Future Stores from O2 (next generation retails shops) in Germany.