Particularly thorough reception of the spot. Viewers had to deal with the O2 spot–conscious use of the glasses in order to 'experience' the spot. TV was expanded through addition of a third dimension. Celebrity testimonials became experienceable by virtue of 3D animation: 'celebrities seem close enough to touch'. Simultaneous experience of O2 products through 3D effect: 'cellular telephones seem close enough to touch'. Emotional transfer: 'Testimonial–O2'. Line of argument which backs up the brand's claim, ‘O2 can do’, through a never-before utilised advertising form.

16% increase in brand recognition, 15% increase in advertisement recall. Conclusion of contracts (post paid) markedly above previous year’s level. TV Spielfilm issue with 3D glasses was the best-selling issue of the year. VOX increased its advertising block reach with the 3D spot by 19%. Approx. 1 million pairs of 3D glasses were distributed through O2 shops.