Telefónica O2 "Calling Greeting Card"
The first Greeting Card that can telephone
O2 is one of the leading telecommunication companies in Germany. Having launched groundbreaking mobile solutions in the past, it also happens to be one of the most innovative companies. The task was to renew O2’s pioneering spirit in people’s minds.
Our insight: telecommunication has become less personal – sending congratulations to friends in social media or greeting through apps is now commonplace. However, it does not feel really special. We therefore decided to reinvent the oldest communication tool, the greetings card, and bring it up to date. By creating the first calling greeting card, we have made congratulations and greetings special again.
For the O2 Greeting Card we developed a completely new hard and software solution. Each card has basic elements of mobiles such as a speaker, microphone, a GSM unit and an SD card with the sender’s number. When the recipient gets the card and opens it, a phone call is automatically made to the sender so they can both speak to each other directly.
How the Card works
The senders have O2 program their number onto an SD-Card, which they then just post. As soon as the recipient opens the card a phone call is automatically made to the sender.
The inside of the card includes, among other items, a GSM module, a microphone and a speaker. All of these are packed into a regular greeting card. It is a world first and therefore has a patent pending.
The Launch Campaign
The greetings card celebrated its premiere in the Christmas edition as part of a social media promotion. In keeping with the festive spirit, the community was asked to apply by submitting a personal story to the campaign microsite: Who is especially important to you and why should this person in particular receive the card? The most moving or most original suggestions were then awarded an Xmas Card from O2, which was then sent on behalf of each winner.
Client: Telefónica O2 Agency: Interone BBDO Chief Creative Officer: Michael Ohanian Executive Creative Directors: Shin Oh, Jacques Pense, Jan Köpke, Roy Cohen Concept Designers: Stefan Schwarz, Sven Welters, John DuBois, Alex Werle, Joko Weykopf Copywriters: Tobias Schwaiger, Michiko Stefani, Tobias Blineder Art Directors: Christoph Hübner, Tanja Glamann, Pedro Americo Screen Designer: Ivy Behrens Production Managers: Max Plötz, André Thamerus Technical Developers: Thomas Fink, Bjoern Ahlers, Felix Hilck, Veronika Ziegler, Nikolai Bockholt Director Client Services: Andreas Nieder Account Managers: Daniela Madderken, Marco Russo, Fabian Koelle
ADC GERMANY: Bronze, Finalist
ADC EUROPE: Nomination Winner
ANNUAL MULTIMEDIA AWARD: Silver
CANNES LIONS: 2 x Finalist
DIGITAL COMMUNICATION AWARD: Finalist
GERMAN DIGITAL AWARD: Silver
NEW MEDIA AWARD: Finalist
NEW YORK FESTIVALS: 4 x Finalist
RED DOT AWARD: 2 x Winner