O2 Grow
CLIENT
Telefónica Deutschland
BRAND
o2
YEAR
2023
ROLE
Head of Brand Strategy and Management
CHALLENGE
In 2023, O₂ introduced its new O₂ Mobile tariffs, offering customers more data and higher speeds. A key innovation was the GROW advantage, where monthly data plans automatically increase by up to 10 GB per year at no extra charge. The challenge was to communicate this benefit in a way that embodied O₂’s “can do” spirit of overcoming limits and breaking norms.
SOLUTION
The launch campaign highlighted the GROW advantage by illustrating how people outgrow themselves in life. The TV commercial followed the story of a dancer who consistently pushes herself to achieve her dreams. In performance and retail media, the GROW advantage was emphasized through eye-catching typography. As Head of Brand at O₂ Germany, I led the Brand Strategy and Brand Management teams, steering the campaign to reflect the brand’s ethos.
o2 Music
In a complementary social media format, O₂, Serviceplan Bubble, and C3 Creative Code and Content created the “O₂ Elevator” series. Artists performed in the O₂ Tower elevator in Munich, sharing their journey of personal and musical growth. Once at the top, they told their “Grow Story,” recalling key turning points in their careers. US rapper Macklemore kicked off the series, symbolizing how continuous growth leads to success.