Can you hold your breath under water longer with the help of a bubble gum, or can you launch a rocket into the sky solely with balloon-power? The new O2 brand ad, which runs from January on national TV, is focused on these and other test situations. The core message is: ‘Everybody likes to try things out. Now you can try O2.’
Do you want to test whether the park bench with the ‘wet paint’ sign is still wet, or do you extensively test a mattress before you buy it? The central thought unifies these and many more scenes in the new O2 brand campaign: It is in the nature of the human being to be curious and try things out. O2 answers this need and offer their costumers to test products before they have to commit.
The top and tail ‘test offer’ campaign started January 3 including a 40-second brand ad and two 20-second product ads which will run on national TV. In addition, a cinema commercial, print ads, POS, online ads and many ad specials guarantee a fully integrated approach. ‘Curiosity’ is not only the subject of the campaign, it is also meant to raise curiosity across all media – be it through “find the error” picture puzzles in print ads or interactive online banners.
After the ‘Used’ campaign, ‘Curiosity’ is the second campaign, which was fully created by the Berlin office.
Oliver Frank, Creative Director, VCCP Berlin: “The creative execution of “Curiosity” clearly differs from previous campaigns without abandoning the brand world of O2 and the O2 style. The language of the images is emotional because viewers identify themselves with the test situations.“
The makers of ‘Curiosity’
O2 Germany:
Tim Alexander, Head of Branding, Strategy & Communication
Elfi Hartkämper, Senior Brand Manager
VCCP:
Lars Wohlnick & Oliver Frank, Creative Directors VCCP Berlin
Andy Leahy, Producer
Roman Jud & Astrid Thomsen, Account Directors
Production Company:
Stink Berlin
Director: Adam Berg
