THE TASK: In 2023, the mobile communications brand O₂ packed more performance into its new O₂ Mobile tariffs. In addition to higher data volumes and surfing speeds, almost all customers now benefit from the new and innovative GROW advantage – meaning that monthly data plans grow up to 10 GB per month every year – automatically and at no extra charge.
THE EXECUTION: Overcoming limits, breaking norms, never giving up – that’s “can do”. To illustrate the advantages of the new GROW advantage in a typical “can do” fashion the launch campaign for the new tariff line embodies how people outgrow themselves during their lives. The TV commercial tells the story of a dancer who pursues her dream from an early age and always rises above herself to make her dream come true. In performance and retail media however, the GROW advantage is emphasised in an eye-catching typographic approach.
MY ROLE: As Head of Brand of O₂ Germany I was steering the Brand Strategy and Brand Management teams around the campaign.
***GROW Social Media Special: O₂ Elevator ***
Without constantly outgrowing themselves, many artists would not be where they are today. In the new social media format “O₂ Elevator,” O₂, Serviceplan Bubble and C3 Creative Code and Content symbolize this journey. In the elevator of the O₂ Tower in Munich, artists perform their song on the ride up to the 36th floor, recalling a significant turning point in their career and providing insight into their musical growth. Once at the top, they tell their “Grow Story” and talk about their way to the top, their stops in between and how they always manage to rise above themselves. US rapper Macklemore kicks things off.
