We decided to work with the fact that many people focused more on getting the perfect device than on getting the right network for it.
The iconic 02 brand told us a story of how only a smart network could bring our mobile devices to life. They made us fully recognize the power and potential of mobile internet. And as we know now, they were definitely right.
The founding insight of the brand was based on the importance of digital oxygen to help everyone feel more alive – in this campaign, we showed people that it was also their devices that needed to fully come to life. And that could be achieved solely by using a smart network.
We decided to work with the fact that many people focused more on getting the perfect device than on getting the right network for it. So we wanted to demonstrate that their mobile, laptop or computer were only as good as the network they were connected to. That is why we challenged the TV script by introducing visually quite unexpected solutions. We literally showed the difference between “the old stuff” people had been used to having and a fully functional smart phone or laptop. All that so the viewer instantly got the idea of how much they would be missing without the smart network.
This campaign leveraged O2’s technological credentials. It marked the start of a new, highly flexible era. The sales of mobile internet increased by 200 %, which also contributed to strengthening 02´s position of the "Technological Leader" on the market. The campaign was awarded by GOLD Effie 2012.
Our creative team came up with some very exciting examples of how the individual functions were set into motion, which made the TV spot very entertaining and at the same time fully comprehensible.