THE CALLING GREETING CARD
| Title | THE CALLING GREETING CARD |
| Brand | TELEFÓNICA O2 |
| Product/Service | THE CALLING GREETING CARD |
| Category |
B02. Use of Mobile Devices |
|
Entrant Company
|
INTERONE BBDO Hamburg, GERMANY
|
|
Advertising Agency
|
INTERONE BBDO Hamburg, GERMANY
|
Credits
| Michael Ohanian |
Interone Gmbh |
Cco |
| Shin Oh |
Interone Gmbh |
Ecd |
| Jacques Pense |
Interone Gmbh |
Ecd |
| Jan Köpke |
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
As part of an innovations strategy, we reinvented one of the oldest means of communication for one of the most innovative telecommunications providers: The telephone greeting card, which provides extra-special congratulations. Thanks to social media, sending greetings is now easier than ever ? but it’s also impersonal However, as soon as the recipient opens the O2 telephone greeting card, they’re personally connected to the sender. The O2 greeting card first appeared at a time at which greeting cards abound: Christmas. It not only raises awareness, it’s also a patent-pending innovation – and a new product and source of turnover for O2.
Results and Effectiveness
Positive comments on Facebook and directly on the campaign microsite, increased awareness among customers and non-customers alike and innovations that set the company apart from other telecommunications providers – the card is a roaring success and the objectives were achieved in full. Numerous technology blogs carried reports on our product innovation. This coverage also led to licence requests from USA, Australia, the Netherlands and India. In this way, one of the oldest means of communication was transformed into an internationally-coveted, patent-pending print innovation.
Creative Execution
The campaign was promoted exclusively on Facebook and appeared on the campaign microsite youcando.o2online.de; no other media were used. It was not necessary to optimise media planning. The user feedback was overwhelming.
Insights, Strategy and the Idea
The target group consists of existing customers and new customers who are seeking inspiration, are interested in innovations and technologies and who are also sociable and communicative. For this reason, the campaign was deliberately promoted on Facebook only