Title	O2 GAMING TRAFFIC LIGHT
Brand	TELEFÓNICA/ O2
Product/Service	TWO NETWORKS
Category	C05. Financial Services, Commercial Public Services, Business Products & Services
Media Agency 2	FORWARD MEDIA Frankfurt, GERMANY
Entrant Company	FORWARD MEDIA Frankfurt, GERMANY
Media Agency	FORWARD MEDIA Frankfurt, GERMANY

Name	Company	Position
Denise Rubino	Forward Media	Innovation Manager
Michael Sack	Forward Media	Connexion Director
Martin Hok	Forward Media	Media Director
Benjamin Grüner	Telefónica Germany	Marketing Communications Manager
Seyhan Buyar	Telefónica Germany	Senior Media Manager
Hans Jordan	Telefónica Germany	Head of Media
Denise Williams	Interone GmbH	Account Manager

Brief Explanation

Telefónica’s aims was to enrich the modern digital lifestyle customers with innovative ideas and solutions. We wanted to allow customers to have a real life experience of the campaigns claim "two are better than one" with the multiplayer modus. Waiting at the traffic light is often considered as a waste of time. Therefore the idea was to install a screens by the traffic light to allow the driver to play a game. With his counterpart, the person waiting at the traffic light on the other side of the road. We converted a boring waiting time into positive and fun experiences.

Results and Effectiveness

With the O2 Game, the telecommunication provider shortens the waiting time and allows its target group to experience firsthand what innovative technology really means. A digital lifestyle in its purest form. The existing installations until know have generated thousands of hits in just a few days: A digital innovation that creates "real" connections. • More than 10,000 encounters • 5040 minutes sweetened waiting time • 2 exchanged phone numbers • Countless smiles

Creative Execution

On these touch sensitive screens, the waiting drivers on one side and the other could compete against each other. If there was no drivers waiting, the game also worked with a single-player mode, but always referring to the campaign slogan: "Two are better than one"! We also developed an extra multiplayer game called"App Collect". In App Collect the challenge was to capture as many app icons as possible, they would fall from the top of the screen. For this game you would compete against your opponent on the other site of the street. Installation of traffic lights screens in Oberhausen, Berlin (Eplus Base Camp), Hildesheim.

Insights, Strategy and the Idea

Nowadays millenials are hardly reached with classical push media, they are are overstimulated. They demand to be entertained. We picked a new media to position O2 brand as a digital innovator and technical pioneer. We worked together with a young startup - two students of the HAWK Hildesheim University in Germany to use this innovative technology in advertising for the first time and to create a unique and never before gaming experience. We had both traffic light poles of a pedestrian crossing equipped with touchscreens. Both screens where synchronized with the technical infrastructure of the traffic-light.