O2 can do –
Brand Platform
CLIENT
Telefónica Deutschland
BRAND
o2
YEAR
2023
ROLE
Head of Brand Strategy and Management
CHALLENGE
For a long time, O₂ in Germany shifted frequently between campaigns, losing sight of what truly defines the brand at its core: CAN DO. To re-establish O₂ as a relevant, salient, and distinctive Superbrand in Germany, the goal was to build a long-lasting brand platform that would embed the CAN DO spirit into the company’s daily operations, internal culture, and external communications.
SOLUTION
Aligning all forces of the brand and company behind a single, strong idea generated significant momentum. A launch campaign was developed around the O₂ CAN DO spirit, with ‘can do’ taglines integrated across all elements of an omnichannel campaign. This included online, TV, cinema, print, audio, (D)OOH, social media, music activations, and POS.
As Head of Brand at O₂ Germany, I led the Brand Strategy and Brand Management teams, creating the strategic and visual foundation for the CAN DO brand platform. The rollout was executed across all touchpoints with an iterative, digital-first, omnichannel approach, reinforcing the brand’s core message.
