HAMBURG, GERMANY — Telecommunication provider O2 Telefónica Germany and creative agency Serviceplan Bubble have jointly developed a major integrated campaign. The new campaign is centered around the “O2 can do” philosophy of the brand, and the “can do” tagline is featured in all elements of the integrated campaign, which can be seen online, on German TV, cinema, print, audio, (D)OOH, social media, and at POS.
Implementing good ideas against all odds and making dreams come true – that’s what the O2 brand stands for with its “can do” attitude. This mantra clearly places the core brand of the telecommunications company Telefónica Germany at the center of its new positioning, which can be seen in the new O2 brand campaign conceived by Serviceplan Bubble.
“At the heart of the new campaign is the ‘can do’ mindset of O2. Our claim ‘O2 can do’ has been there from the beginning, is firmly anchored in people’s minds and is now more socially relevant than ever,” said O2 Telefónica Director Brand & Marketing Communications Michael Falkensteiner. “With the new campaign, we are carrying this ‘can do’ spirit – which is an integral part of our culture – even more strongly to the outside world, while also demonstrating the importance of digital networking.”
Serviceplan Bubble Managing Creative Partners Leif Johannsen and Patrick Matthiensen explained, “’Can do’ not only sums up O2’s positioning, but above all reflects a strong and motivating attitude that we bring to life in every part of the communication.”
The centerpiece of the campaign is a powerful film with emotional storytelling and a strong narrative (directed by Salomon Ligthelm, and produced by Markenfilm Hamburg). The spot shows what is possible today thanks to technology and a very good 5G network from O2* in the sense of “can do” – whether it’s two musicians giving a synchronized concert together even though they’re not in the same place, or a basketball player making the basket shot with the help of virtual reality.
The campaign manifesto with statements such as “can do is stronger than anything that holds you back” is used as a voice-over in the image film as well as a handwritten key visual in the form of giant posters throughout Germany.
The musical basis of the image spot is the new song “Sternenstaub” by RIN and Schmyt, who also appear together in the film. In addition to the two artists, the spot features well- known influencers such as the over 70-year-old TikTok star Gramps and “Robogirl” Beyza Mokka, who lost her arms and legs due to an illness. Both embody what “can do” stands for: Gramps as a fashion influencer who overcomes the boundaries between generations, and Beyza Mokka, who radiates an unbeatable positive attitude. Gramps and Beyza Mokka also extend the campaign on social media.
Almost every scene in the image film provides evidence of a “can do” attitude: for example, to kick things off, RIN and Schmyt held their first concert together on September 07, 2022. Their live performance, at which the O2 campaign song “Sternenstaub” premiered, was available for all to see free of charge as a streaming and subsequently as video-on-demand.
“Music plays an important role for us in branding. Hip-hop is the music genre with the biggest ‘can do’ fit. Every hurdle can be overcome with will and creativity. That’s exactly what this genre has retained to this day. RIN and Schmyt as artists of two genres also create new approaches in Hip-hop with their collaboration – that’s exactly ‘can do’,” said Michael. “We are happy to look back on a long-standing collaboration with Sony Music Partnerships. Together we have already successfully implemented several collaborations, insofar the renewed cooperation for the launch of our new campaign was a matter of course.”
“As Sony Music Partnerships, we are honored to musically charge the cultural relevance of the fully integrated ‘can do’ campaign through the exceptional artists RIN and Schmyt (DIVISION/Gold League) and their current single ‘Sternenstaub.’ Through the media activation of the single release, a livestream concert, as well as an accompanying digital campaign via the artist channels, we solidify the authentic placement of O2 in the hip-hop environment. A big thank you for the partnership collaboration goes to O2 Telefónica, Serviceplan Bubble, Havas, Massive Music, DIVISION, Gold League, the BOLD Collective as well as Peter Gunkel from Sony Music,” said Sony Music Partnerships Director of Brand Partnerships and Music Licensing Jan Kubran.
The three product films derived from the image spot highlight the high quality of O2’s 5G network and focus on the sports, gaming and music segments. They also convey the “can do” attitude at product level.
The campaign was conceived and implemented in a completely integrated way, with Serviceplan Bubble, Plan.Net Berlin and Neverest involved. Plan.Net Berlin is responsible for the landing page. This is accessed via a QR code hidden in the TV spot and regularly offers “Easter Eggs,” such as exclusive content akin to the pre-release of “Sternenstaub” or a Meet & Greet ticket to a sold-out concert by Schmyt.
Client: Telefónica Germany
Agency: Serviceplan Bubble
Alexander Schill: Global Chief Creative Officer
Leif Johannsen, Patrick Matthiensen: Managing Creative Partner
Lars Holling: Managing Partner
Pavel Bondarenko, Melanie Raphael, Isabella Frank: Creative Director Art
Jonas Rupert Bolzenius, Felix Ebell: Senior Art Director
Mareike Dubbels, Theresa Fechler, Victoria Salein, Christophe Lefévre-Henzel, Niklas Gerull: Art Director
Tudor Cucu: Head of Design
Daniel Steller, Max Seidler: Creative Director Text
Alexandra Beck, Nicolas Berg, Philipp-Morten Gohla: Senior Copywriter
Philip Ziegler, Steven Hartmann, Bjoern Rehfeldt: Copy Writer
Franziska Sophia Harrer: Intern Copy
Saskia Kroschewski: Client Service Director
Denise Ackermann: Account Director
Georg Doyle, Lea Soika: Senior Account Manager
Julian Dietrich, Jennifer Gruensfelder, Nico Lohmann, Ann-Kathrin Reiher: Account Manager
Lucas Conte: Executive Strategic Consultant
Sarah Nemec: Customer Experience Strategist
Mona Pietsch: Strategy Director Social Media
Benjamin Mark: Senior Social Media Manager
Guelsah Borchardt, Guelcin Ahmed: Social Media Manager
Marcel Heizler, Oguzhan Inam: Junior Social Media Manager
Sebastian Tomaszewski: Senior Concepter
Frederik Blaeser: Concepter
Oleg Friesen: Senior Motion Designer
Robert Faesser: Junior Motion Designer
Nils-Christian Sperling: Lithography & Final Art Specialist
Birgit Friedrich: Final Artwork
Lukas Bauernberger: Director Partnerships
Marcel Dross, Niat Asfaw Graça, Christian Necker: General Manager
Inhouse Production: Neverest
Christoph Koehler: General Manager
Digital Agency: Plan.Net Berlin
Birgit Baier: General Manager
Christopher Schmidt: Management Supervisor
Film Production & Editing: Markenfilm Hamburg
Post Production & Grading: Infected
Music & Sound: MassiveMusic Berlin
Speakers: MassiveVoices Berlin
Event Agency: Avantgarde
Influencer Agency: Intermate
Media: Havas Media