THE CALLING GREETING CARD
| Title | THE CALLING GREETING CARD |
| Brand | TELEFÓNICA O2 |
| Product/Service | THE CALLING GREETING CARD |
| Category |
A05. Product Launch/re-Launch or Multi-Product Promotion |
|
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 as well as to present o2 as an innovative telecommunications provider that surprises its customers with new, intelligent and practical campaigns and products time and time again, one of the oldest means of communication – the greeting card – was reinvented.
Campaign Success
(Describe step by step how the promotional plan was implemented including where, when and for how long. Did the campaign run according to the original plan or was it adapted at any stage?)
We reinvented one of the oldest means of communication for one of the most innovative telecommunications providers: the telephone greeting card. This exceptional promotion made the pioneering spirit of O2 tangible and raised the perception of the brand. The campaign was promoted exclusively on Facebook from 3rd December 2014 to 16th January 2015 and appeared on the O2 website youcando.o2online.de. No optimisation was necessary.
Describe the success of the promotion with both client and consumer including some quantifiable results
By sending the O2 greeting card to business partners, we create highly emotional media interaction and confirm the status of O2 as an innovative brand. Numerous tech-based blogs carried reports on our patent-pending product innovation. This coverage also led to licence requests from USA, Australia, the Netherlands and India. Negotiations are already underway.
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.
Explain why the method of promotion was most relevant to the product or service
The telecommunications market is a highly competitive field in which it is increasingly difficult to stand out from the rest. Products and prices are more or less interchangeable. There is a need for new ideas, services and products. Such as a greeting card that has been transformed into a mobile phone – and that calls the sender as soon as you open it. We celebrated the premiere of the O2 greeting card shortly before Christmas 2014. We encouraged the community to submit their applications with a personal story on the campaign microsite. Which person is very important and why do they deserve to receive this card more than anybody else? Prizes were awarded to the most original and most moving suggestions: An O2 telephone greeting card was sent in the name of each of the winners.