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O2 vs. Monster - VCCP

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O2 vs. Monster Munich/Germany. The new integrated campaign for the innovative mobile phone tariff O2..........

O2 vs. Monster - VCCP
The new integrated campaign for the innovative mobile phone tariff O2 o starts on August 13. Mobile phones that turned into annoying little monsters show the unpleasant aspects of mobile phone contracts. The campaign consists of cinema and TV commercials, print ads and an interactive online campaign, as well as special forms of advertising and promotions.


In the TV commercial, a young man frees himself from his monster tariff by inserting
an O2 o SIM card into his monster mobile phone. This is promptly transformed back
again from an annoying monster into a normal mobile phone. "Replace monster
tariffs with O2 o" is the message of the campaign, which employs both classic ads
and below-the-line, online, social media and guerrilla methods. The monsters
developed by New York artist Joshua Ben Longo take the campaign’s centre stage.


The concept is based on the results of a survey by TNS Infratest among almost
1,000 mobile phone users. Conducted on behalf of Telefónica O2 Germany, the
survey asked about the most common preconceptions relating to mobile phone
contracts. These are still seen as expensive and inflexible, even though this is no
longer the case. Perfect proof of this is the O2 o tariff, which has neither a minimum
contract period nor a basic fee and offers the O2 cost airbag. The most common
preconceptions about mobile phone tariffs are embodied in the "Monster Tariffs"
campaign.


The commercials will be shown as a 45-second clip in the cinema and as 30 and 20-
second TV versions. The monsters will also be seen in numerous special forms of
advertising, takeover campaigns and promotions. At the same time O2 is launching
its own interactive online campaign on www.o2.de/monster. In the campaign O2 o
customers will be invited to join the "Monster Taskforce" and to track down and
eliminate tariff monsters within their circle of friends.


The campaign was developed by VCCP Berlin together with smartin Cologne and
Mindshare Frankfurt. The commercial was produced with Stink Berlin, under the
direction of the Swedish collective Stylewar. Filmefex from Budapest was responsible
for the animation of the monster dolls. The print and OoH motifs were photographed
by Oliver Schwarzwald.


"With these monsters we have discovered a charming way to demonstrate the
weaknesses of the mobile phone world. In O2 o we are offering a simple way to get
rid of your old monster tariff," says André Schloemer, Vice President Brand
Management at Telefónica O2 Germany.
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Genres: Visual VFX

Categories: Utilities, Mobile phones

lbbonline.com, Thu, 19 Aug 2010 16:00:00 GMT