Getting people to understand 5G has been a difficult task, not helped by confusing rumours that spread across social medial. Serviceplan Bubble and O2 have made the power of 5G visible in its campaign to help understanding to grow, using special technology that translates the network’s strength into light signals.
The campaign, The Visible Net, is currently running in Europe across TV, online, in print, out of home social. The 60-second TVC and cinema spot are supported by eleven different images in print, OOH, DOOH and on mega blow-ups. A behind-the-scenes film is running in social medial.
Leif Johannsen and Patrick Matthiensen, managing partners creation at Serviceplan Bubble, explained, “Communication providers like to talk about their 5G network. Yet very few people can grasp what it means. To create clarity and to make the incomprehensible comprehensible, we go the crucial extra mile in our communication: We make O2’s outstanding 5G network visible for the first time.”
To make 5G visible for the campaign, O2 network signal was first measured in various locations in Germany. Then, the data was transmitted to an LED bar hanging underneath a drone which converted the data into light impulses. The stronger the network signal, the brighter the light. With the aid of long exposure, photographer Kai-Uwe Gundlach was able to create a visible network from the light patterns of the LED bar. Director, Mau Morgó, was responsible for the film with production managed by BWGTBLD from Berlin.
Wolfgang Metze, chief consumer officer of Telefónica Deutschland/O2 commented, “I am very proud that today we are able to offer our customers a very good network experience: only a few days ago our O2 network, for the second time, was awarded the mark ‘very good; in the important connect network test. Opensignal has also named the O2 5G network as the network with the fasted download speed in the competition. For us, this is the perfect occasion to now continue the O2 network offensive with 5G after our very successful 4G campaign. The Visible Net also creates new creative standards and will further strengthen our core brand O2.“
Michael Falkensteiner, Director of Brand & Marketing Communications Telefónica O2 Deutschland, added, “In May we started our network campaign, Welcome to the very good network of O2, and ran it via all channels very successfully until the end of November. I am pleased that we are now following this up with attention-grabbing communication measures around 5G. The Visible Net stands out through its strong creative performance
and combines technology and art in a spectacular way. Thus the campaign for O2 marks a new milestone on the path to a superbrand.”
Credits:
Client: Telefónica Germany
Chief Consumer Officer: Wolfgang Metze
Director Brand & Marketing Communications: Michael Falkensteiner
Head of Competence Center Communication: Brigitte Giels
Principal End to End Communications: Nikolaus Lemli
Senior Marketing Communications Manager: Stefanie Welter
Senior Brand Manager: Rafael Binczyk
Senior Media Manager: Tobias Jacob
Senior Digital Content & Social Media Manager: Nadine Zich
Customer Base Management: Franziska Günster
Trade Marketing Manager: Sami Abubaker
Agency: Serviceplan Bubble
Creative Directors: Pavel Bondarenko & Daniel Steller
Senior Copywriter: Martin Gillen
Senior Art Directors: Finnja Skornia & Tudor Cucu
Junior Copywriter: Steven Hartmann
Art Director: Theresa Fechler
Intern Copywriter: Melanie Ruf
Senior Producer: Katrin Habermann
Managing Partners: Lars Holling, Leif Johannsen & Patrick Matthiensen
Client Service Director: Saskia Kroschewski
Account Manager: Benedikt Bermel
Junior Account Manager: Anna-Lena Munsch
Film Production: BWGTBLD
Media: Havas Media Germany