In order to raise awareness for O2more.de O2 needed to win exclusive attention. Nationwide.How to achieve this?As simple as it sounds: by using all media. Exclusively. At the same time.

The first complete cross media, including digital, roadblock, in German media history.

On Sunday evening, the 3rd April at 8.14pm, no-one could get past O2. The whole of Germany turned blue. On TV. On the internet. On smartphones. In computer games. In public venues, in big cities and on screens. Blue like O2.

Surprising the target group by using every possible media channel and touch point simultaneously.

The new TV spot aired exclusively at 8.14pm on all main TV stations. Impactful display banners on all major websites. Mobile ads, in game ads. Digital screens at central stations and in public venues aired the spot all at the same time. Prominently at exactly 8.14pm.O2 living creative dominance.

The first complete cross media roadblock assured O2 the highest possible immediate awareness.3.102 square meters of giant posters18 TV stations with 3.987.576 gross contacts within one minute788 digital screens (100% of all available screens) generating 25.239.167 gross contactsMore than 9.400.000 Unique User & 98.259.883 page impressions (ten times higher than an average O2 campaign)The campaign generated extensive PR & social media coverage and the registrations on O2more.de increased by 775%.

This revolutionary strategy not only carried the message that O2 offers more to its customers but also demonstrated O2’s strength in terms of digital communication.