Telefónica is the leading Telco Company in Germany and it aims to enrich it’s customers life with digital and innovative ideas - more than just mobile phone tariffs. We also already know from various touchpoints analyses which were made to classify the different O2 target groups that especially the younger target group are hard to reach with classic and push media in general. Therefor we wanted to come up not only with a new advertising format – but a totally new advertising medium that totally reflects new digital technologies.

This is the idea:

Everybody knows the situation: waiting at the traffic light until it finally turns green. Often considered as a waste of time, we wanted to change that.

We installed screens to traffic lights which allows the user to play a game. But not on his own – the counterparty is the waiting person on the other side of the road!

On this project we are working together with a young startup - consisting of two students of the HAWK Hildesheim - to use this innovative technology in advertising for the first time and to create a unique and never before gaming experience.

For the O2 gaming traffic light we had both traffic light poles of a pedestrian crossing equipped with touchscreens. These are connected to the technical infrastructure of the traffic light.

On these touch sensitive screens, the waiting person can then - only during a red phase of course - compete against the other player on the opposite side of the street. When no one is on the spot, the game also works in a single-player mode, but referring to the campaign slogan: "Two are better than one" this is a two-players game. It ends when the light turns green again & then its time to highfive your counterpart!

The existing installations have generated thousands of contacts in just a few days and even the one or other acquaintances: A digital innovation that creates "real" connections.

• More than 10,000 encounters

• 5040 minutes sweetened waiting time

• 2 exchanged phone numbers

• Countless smiles

Besides a huge social media feedback with people asking us to install the traffic lights in their cities - we had a wide news coverage as the traffic light screens are considered as a brand new advertising medium for the german market.

And the most important thing during all of our installations:

NO ONE went across the street during the red light! The O2 gaming traffic light is the best reason for younger traffic participants to wait at the traffic light rather than to run over the street during the red phase.

What attracts the younger generation more than a screen?