O2 and Serviceplan Bubble create campaign on home internet offer
Following on from the innovative ‘The Visible Net’ campaign, when O2 and Serviceplan Bubble made O2's 5G network visible, the new ‘For Every Home’ campaign focuses on O2's Internet@Home fixed network offer: For this purpose, O2 and Serviceplan Bubble created ‘Every Home’, which combines the typical cross-section of German homes in one building. In ‘Every Home’, O2 provides the right Internet service to meet the needs of different residents.
The large-scale campaign under the motto ‘Home internet. For every home’ , includes a TV spot that can be seen immediately on all major channels and is accompanied by print, OOH, online, social media ads and a longer-form film shown in German cinemas.
Whether Bauhaus aesthetic, retro-chic, family flat or one-room flat, different personal interiors styles and ways of living are represented in ‘Every Home’, a fictional apartment building, where Gen Z and Boomers, gamers and Yogis can be found in their homes engaged in activities made possible by O2’s high-speed internet.
Consumers are invited into the habitats of the building’s residents from the point of view of a Pizza delivery person, who has to visit several apartments before finding ‘Alex’ and delivering their pizza. Different ways in which residents of different ages and demographics use the internet are seen: people are depicted in their home environments streaming, working, dancing to online radio with smart speakers, uploading videos and much more, demonstrating how everything is possible with O2's high-speed internet.
The beautifully crafted film was directed by Rodrigo Saavedra out of Rekorder, with DOP Benjamin Todd and 3D production by Sehsucht Munich. The eye-catching sets were designed to give an insight into different apartments, in a Wes Anderson-style fly on the wall style.
Leif Johannsen and Patrick Matthiensen, Managing Partners Creation, Serviceplan Bubble: “In order to communicate our message as simply and memorably as possible, we have developed the ‘Every Home’: a house in which we stage scenarios of different types of internet usage in different dwellings.”
Michael Falkensteiner, Director Brand & Marketing Communications O₂ / Telefónica Deutschland: "With our network campaign we have successfully positioned O2 as a mobile provider with a very good network. But at the same time, O2 has the largest home internet availability in Germany and is the first German provider to offer a fixed network tariff for all technologies. Therefore, we also want to make O2 a well-known and popular brand for fixed network offers and significantly increase the perception of our Internet@Home products. We want the O2 brand to be firmly anchored in the minds of consumers when they think of fixed network."
