Telefónica Germany / o2 Deutschland - "The Visible Net OOH" by PHNX Awards 2022

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TituloThe Visible Net OOH
Agência
Campanha The Visible Net
Anunciante O2 - Telefónica Germany Gmbh & Co.
Marca Telefónica Germany / o2 Deutschland
Data da primeira Transmissão/Publicação 2021 / 12
Sector Empresarial Serviços de telecomunicações
História It has never been harder to convince people. No matter if it’s news, science or marketing, people have a hard time believing what they are told. This is a problem. Especially for telco providers when they want to communicate their most precious asset: their network. The communication relies heavily on proofs, tests and awards – and the belief of the people in it. That’s why we went one step further. And made the invisible visible. To give people the best quality proof ever. Introducing: “The visible net”. The world’s first 5G network made visible. A unique data visualization campaign that unifies real network data, cutting-edge technology and photography. And that turns 5G into art. Data Driven Strategy: We went to various locations all across Germany and measured our 5G network using network analysis apps. A transmitter sent the raw data to a computer, where an algorithm translated the network data into light. The light data was then transmitted to a control box attached to a 10-meter LED pole hanging underneath a heavy-duty drone. The better the net, the more LEDs were activated. Creative Use of Data: To make our 5G net visible, the drone flew artistic flight paths. Using long exposure technique, famous photographer Kai-Uwe-Gundlach was able to capture these paths – and create unique photo motifs showing our 5G network. The campaign was visible everywhere in Germany. On posters, magazines and social media. On TV and at the point of sale. It reached all targets groups on all relevant channels. Creating a reach of almost 700 million, 71 million online impressions and over 285,000 link clicks within the first month. And delivering the most striking proof of how good our 5G network is. By letting people see it with their own eyes.
Tipo de Mídia Exterior
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Director de publicidade
Director de publicidade
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Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Global Chief Creative Officer
Managing Partner
Managing Creative Partner
Managing Creative Partner
Client Service Director
Account Manager
Account Manager
Creative Art Director
Director criativo
Redator
Redator
Director de arte
Director de arte
Redator
Director de arte
General Manager
Director de contas
Account Manager
Director criativo
Redator
Creative Art Director
Motion Design
Motion Design
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Director de fotografia
Studio Gundlach Kai-Uwe Gundlach, Photographer
Pirates 'N Paradise Anne Reiners, Producer
Pirates 'N Paradise Benjamin Kempe, Senior Editor/Motion GFX
Havas Media Germany Michael Sack, Account Director
Havas Media Germany Freya Strohmeier, Group Head
Havas Media Germany Marina Größl, Consultant Omnichannel
Havas Media Germany Jacqueline Roth, Consultant
Intermate Media Elisa Antonia Schrader, Senior Project Managerin
Intermate Media Finja Grieme, Project Manager