With a suggestive symbolism that compares communication with air to breathe, O₂ quickly established itself in Germany’s competitive telecommunications market after its launch in 2002. The company booth at CeBIT, the world’s leading telecommunications trade show, served as the starting point for the entire brand launch in Germany.
and corporate design
O₂ entered the German mobile telecommunications market with a fresh, blue and bubbly identity. A strong audiovisual identity, an active, self-confident tagline – »O₂ can do« – and a clear mindset made it possible for the brand to draw millions of loyal customers. Another factor for success was the consistent integration of employees in the brand process. These credible and convincing ambassadors effectively communicate the attitude and values of O₂, providing the basis for strong, dynamic development.
In addition to establishing the brand, it was necessary to develop a unique language – but how do we put freshness in words? It was necessary to develop clear language guidelines to meet the enormous communication requirements. The corporate wording incorporates the brand values »clear«, »open«, »trustworthy« and »ambitious«, and derives a specific tone of voice for O₂ on this basis. There is a short, easy-to-understand »translation« of each brand value in the characteristic style of the brand. This is demonstrated using specific examples.
Training sessions / workshops
When it comes to competitive markets like mobile communications, customers compare more than just prices and services. Frequently, they also evaluate the people representing the brand – namely, the salespeople. We conducted regular training sessions for Business Sales, Consumer Sales and Customer Service employees at O₂. The salespeople were required to convey the company and brand values in a credible way along with their products and services. All training sessions and workshop content were designed with this standard in mind. They focussed specifically on the salesperson and the strengths of his/her personality. Individual positive attitudes provided the basis for using these communication skills effectively.
O₂, a brand from European and Latin American telecommunications company Telefónica, has been active on the market since 2002. It reached brand awareness levels of 98% within Germany shortly after its launch. In 2005, O₂ received an award for »Best New Brand«. The company was also recognised for the branding of the Munich headquarters and CeBIT exhibitions, including the iF Award, Red Dot Design Award and ADC honours. Telefónica Deutschland Holding AG sells mobile and fixed network accounts under the core O₂ brand. According to their own figures, the Munich-based publicly listed company has 43.5 million mobile and 2.2 million broadband customers.