| Title | HAPPY MOM DEAL |
| Brand | TELEFÓNICA GERMANY |
| Product/Service | O2 HAPPY MOM TARIF |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
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KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
Production
|
MARKENFILM Wedel, GERMANY
|
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Additional Company
|
HARVEST DIGITAL AGRICULTURE Hamburg, GERMANY
|
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Additional Company 2
|
HASTINGS MEDIA MUSIC Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
| Peter Regnery |
Kolle Rebbe GmbH |
Creative Director |
| Simon Huke |
Kolle Rebbe GmbH |
Creative Director |
| Marina Ziegler |
Kolle Rebbe GmbH |
Account Manager |
| David Mously |
Kolle Rebbe GmbH |
Art Director |
| Frauke Ueffing |
Kolle Rebbe GmbH |
Art Director |
| Vera Karpova |
Kolle Rebbe GmbH |
Copywriter |
| Tim Keller |
Kolle Rebbe GmbH |
Strategic Planner |
| Alexander Schillinsky |
Kolle Rebbe GmbH |
Agency Producer |
| Christopher Tychsen |
Kolle Rebbe GmbH |
Agency Producer |
| Kathrin Kleyh |
Kolle Rebbe GmbH |
Agency Producer |
The Campaign
While studying the social life of our customers we came across one very important issue: every year about 1/2 million young people in Germany move out of their parents’ home to start a more independent life. Overwhelmed by all the new challenges and opportunities many of them forget one very important thing: to call home once in a while.
To solve this communication problem, the o2 way, we came up with a unique solution: The Happy Mom Deal.
This special mobile plan is the perfect gift from parents to their children, when they move out to start their adult lives. The Happy Mom Deal allows unlimited calls and data at the expense of the parents, but only if the children get in touch with them regularly. If kids forget to call home, they’ll call no one for a while, because service will be temporarily deactivated.
Campaign Success
In spring 2016 the Happy Mom Deal was introduced to o2 customers on the corporate website. The phone plan itself was available on a special Happy Mom microsite that allowed users to configure and set up the deal on their smartphones in a matter of a few clicks.
Describe the success of the promotion with both client and consumer including some quantifiable results
Since it was launched the Happy Mom Deal already sparked countless conversations between families across Germany showing them that life is better, when you worry less and talk more.
An impressive 5.543.670 minutes of calls between children and parents were made with the help of the Happy Mom Deal already. And every single minute of happy chat is contributing to an increasing overall positive brand awareness.
Furthermore, the deal proved our new brand positioning by showing customers that o2 is not just another telecommunication provider but a trusted companion in both digital and real life.
Explain why the method of promotion was most relevant to the product or service
Usually mobile plans are created by telecommunication companies as a response to overall financial possibilities or data usage and are typically quite impersonal.
The Happy Mom Deal is a unique mobile plan created to be one of the first proofs of the new o2 positioning: to accompany people as a trusted partner in the digital world, always keeping their needs and feelings in focus.
Over 48 million people in Germany are o2/Telefonica customers and about 12 million of them are parents, so we chose them as our main target group. But since at the end of the day there are children who benefit from the Happy Mom Deal, we keep them as a secondary target group.
Strengthening the connection within families across Germany is the perfect strategy to improve the new o2 positioning. The Happy Mom Deal demonstrates to parents and children that o2 not only understands the issues that people are dealing with, but takes action in helping to solve them.