For more O in your life: How O2 got back to growth in Germany

O2, a telecommunications brand, returned to growth in Germany after years of customer losses by creating a series of ads that featured entertaining content to make consumers go "O!".

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands