New SIM-only campaign from VCCP Berlin for O2 Germany

29th November 2008

Telefónica O2 Germany will start to air its "Used" campaign this week created by VCCP's Germany office in Berlin. The commercial is centred on the new O2 mobile tariff with a contract term of only six months offered as a SIM-only flat rate without mobile phone for the low price of €15 a month. Very personal mobile phone rarities communicate the clear message: "Keep your mobile. And your freedom."

"Used" is an example of how O2 advertises an abstract product – in this context, a SIM-only flat rate – in a vivid and creative way. Several used mobile phones are demonstrate that their owners have become very fond of the devices in the course of time – mobile phones in all forms and colours, jewellery decorated with rhinestones, painted artwork or scuffed veterans held together by stickers. At the end of the parade of mobile rarities, the actual product is shown, a O2 SIM card and the message clearly communicated: "Keep your mobile. And your freedom."

The campaign will run until the beginning of next year. In addition to the TV commercial which runs on all private TV stations in Germany with a strong range of coverage the campaign is also advertised in print media, POS and online. It provides a foretaste of the future communication of the O2 brand in Germany which will stronger focus human insights and the customer requirement for more flexibility.