In a category (cellular market) where there were hardly any innovations, o2 launched the tariff: o2 o.
Unlike all other providers in Germany, this tariff broke the rules:
+ no contract period
+ no monthly fee
+ you never paid more than 50€, no matter how much you used.
Based on the insight that people who are on the phone "scribble" on paper, we made this the main visualization of the 360° campaign.
Watch the case:
TEASER: "What do you think about when you make a call?"
PRINT: "Don’t think about calls while you’re on the phone."