Advertiser: TELEFÓNICA GERMANY
Agency: MEC
Category: Best Use of Special Events and Stunt/Live Advertising
Account Management: Martin Fett (MEC)
Managing Partner: Frank Lenssen (MEC)
Strategy
The team was briefed to create a highlight-event to enhance o2’s entertainment strategy, directly linking to the naming rights of the o2-worlds and interactively engaging the target group (14-29). The telecommunications industry is highly competitive, with suppliers offering similar products and services. Consumers perceive it as rather unemotional.Consequently, Telefónica o2 places a strategic emphasis on creating direct brand experiences for their customers, to differentiate the brand from competitors. Research proved that cinema experiences are most interesting for 96% of the target group of o2. Also, across all further target groups, cinema is of high relevance for 91%.Besides exhibiting a significantly high affinity, MIB3 was expected to achieve a wide reach, too. The idea was developed for o2 to host the MIB3 premiere, the blockbuster-event 2012, exclusively for 6.819 of their customers at the o2 world Berlin - the biggest 3D- Premiere worldwide setting a new Guinness World Record.
Execution
Besides helping to make the customer’s encounter with the brand o2 special and most memorable, the team sought to also integrate o2’s online loyalty platform 'o2more.de'. This tool focuses on entertainment topics, relevant for the target group. Tickets to the blockbuster event should solely be available via this platform. This did not only make this highlight-event exclusive, and helps o2 to differentiate against the competition, but also enhances the existing entertainment strategy.An accompanying campaign, including paid and owned media raised awareness and achieved a massive reach within Germany.Although movie premieres are usually held in Berlin’s Sony Center, o2 was able to host this exceptional event at the o2 world, which further strengthens the customers’ association of the positive experience of the evening with o2 as a brand. Furthermore, meeting celebrities, including Will Smith and Nicole Scherzinger during the red carpet event achieved a positive image transfer for o2-customers.
Effectiveness
6,819 o2 customers visited the premiere event of MIB3 on 14th May 2012, making it the biggest 3D-Premiere worldwide and setting a new Guinness World Record.The media efforts generated 2.4 Billion impressions online, 12.9 Million TV contacts, 8 Million print contacts and 2 Million radio contacts. The total media value of 13.26 million EUR exceeded the overall spending by far.Tickets sales on 'o2more.de' generated three times more registrations than average ticket sales.o2, being entirely satisfied with the overwhelming success of the project, assigned the team directly with planning and executing another cinema highlight event in 2012.