THE CHALLENGE: For a long time O₂ in Germany was jumping from one campaign to the next, changing its positioning rather frequently, while disregarding a bit what really distinguishes the brand at its core: CAN DO. To become a relevant, salient and distinctive Superbrand in Germany, we embarked on a journey to create a long lasting brand platform that engrains the CAN DO spirit into the company’s daily operations as well as the brand’s internal and externals comms again.
THE SOLUTION: Aligning all forces of the brand AND the company behind one simple strong idea created a great momentum – with a launch campaign centred around the O₂ can do spirit and ‘can do’ taglines featured in all elements of an integrated campaign, which could be seen online, on TV, in cinemas around Germay, print ads, audio features, (D)OOH, social media, music activations and of course at the POS.
MY ROLE: As Head of Brand of O₂ Germany I was leading the Brand Strategy & Brand Management teams to create the strategic and visual bedrock for the can do brand platform and prepared the rollout of the new platform throughout all touchpoints in an iterative, digital-first, omnichannel approach.
