Since the end of April they can be seen everywhere in Germany. On the facades of buildings, on the front pages of German publications and in TV. ‘Doodles’, created by people while on the phone, deep in conversation, relaxed and thinking about everything but how much time they spend on the phone and about bills.
For the national launch of the revolutionary tariff “O2 o” on 5th May 2009 , O2 Germany created an integrated marketing campaign with a clear message: “O2 o - while you’re calling you don’t have to think about calls”. A Teaser campaign without any branding was run for one week before the actual Image and Product campaign was rolled out on TV, print, online and various specialised advertising channels.
By launching the “O2 o” tariff in the German market, O2 is offering the consumers real simplicity and freedom in a market place that is inundated with various, often confusing tariffs and to a large extent, strict tie-ups to contracts.
“For us Doodles is a great visual metaphor for the feeling of ease, which this new tariff is supposed to communicate. This is for everybody who makes phonecalls, no matter if they are light or heavy users”, says André Schloemer, Vice President Brand Management at Telefonica o2 Germany. The campaign that VCCP Berlin developed focuses on the fascination and diversity of the Doodles.
“The O2 o tariff is a revolutionary step for O2. This asked for a big and bold campaign that stands out without loosing its focus” explains Creative Director Oliver Frank at VCCP Berlin. “I guess this campaign goes a step further tonally and visually then anything O2 customers were used to”.
The campaign is fully integrated through the line down to Social Media. The TV ads were produced in corporation with Radical Media Berlin and directed by Edouard Sailer in Paris, who with his motion graphics has been an inspiration to several International brands.
In print the focus was on outdoor posters and billboards, as well as specialized advertising. In Hamburg and Berlin, entire Tube stations were ‘painted’ with blue Doodles. In some larger cities, white building facades are being painted live with Doodles. These unique ‘Live’ posters, which are made in stages, are also a part of the overall campaign.
Credits: Project name: Doodles
Client: O2 Germany
Brief: Launch of new O2 o tariff
Creative agency: VCCP Berlin
Agency Producer: Andy Leahy
Creative Directors: Oliver Frank & Lars Wohlnick
Planner: Wiebke Dreyer
Media Agency: Mindshare
Production Company: Radical Media
Director: Eduoard Salier
Post-production: Digital District Paris Audio post-production: 750 mph
Exposure: national
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For further information please contact Peter Polster, International Managing Director at VCCP on 0044 7736 799960 or visit www.vccp.com
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK and since 2008 in Germany, Berlin. VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Coca Cola, Diageo, COI, and London Olympics 2012. The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
