Campaign details
Brand: O2Advertiser: Telefónica GermanyEntrants: BBDO Group Germany and Telefónica GermanyPrincipal author(s): Gordon Euchler, BBDO Group GermanyContributing author(s): Michael Falkensteiner and Brigitte Giels, Telefónica Germany, Till Diestel and Liselotte Schwenkert, BBDO Germany
Abstract
This paper demonstrates how O2 returned to growth in Germany after years of customer losses and dropping from number 2 in the market to number 4.
It shows how O2 found a way to outgrow its main competitor Vodafone by creating a brand platform leveraging the power of entertainment content.
We developed an...