O2 Promo MONSTERALAAARM by Ogilvy & Mather Frankfurt

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Christine Blum-Heuser
Art Director Rebecca Hindrichs
Copywriter Kirsten Rollig
Released September 2010

Credits & Description

Category: Best Use of Games
Advertiser: O2
Date of First Appearance: Sep 16 2010
Entry URL: http://www.ourwork.de/o2/monsteralaaarm/
Creative Director: Christine Blum-Heuser (Ogilvy Frankfurt)
Senior Art Director: André Bourguignon (Ogilvy Frankfurt)
Art Director: Rebecca Hindrichs (Ogilvy Frankfurt)
Copywriter: Kirsten Rollig (Ogilvy Frankfurt)
Programmer: Isabell Grasshoff/Ralf Zimmermann/Jens Steffen (Ogilvy Frankfurt)
Account Manager: Ilona Paschold (Ogilvy Frankfurt)
Technical Account Manager: Jens Lauer (Ogilvy Frankfurt)
Concept Developer: Benjamin Ringwald (Ogilvy Frankfurt)
Art Assistant: Markus Federle/Joachim Roschka (Ogilvy Frankfurt)
Media placement: Online Game - O2 Germany - Sept. 16th - Dec. 17th 2010
Media placement: Online Game - Website - Jan. 18th - March 31th 2011

Describe the objective of the promotion.
Today, there is a variety of USB modems available with which you can easily access the Internet with your laptop wherever you are. They are offered by telecom providers, magazines and others. It’s difficult to win new customers in this environment unless you have a really good argument going for you- like O2. In contrast to their competitors, O2 doesn’t offer monster-like contract durations. But how do we show this best?

Describe how the promotion developed from concept to implementation.
In an entertaining online game, users were able to chase contract duration monsters featuring terribly long durations, and could slay them with their USB modems. They were then rewarded by trophies, attractive prizes and a monsterly great offer to get an O2 USB modem. This fun thing was advertised via email, in the online customer magazine “Can do” and on Facebook. The trophy hall of fame where you could show your credentials as a real monster slayer created a lot of enthusiasm.

Explain why the method of promotion was most relevant to the product or service.
O2 customers can be found in all social and age groups. There is, however, a distinct focus on the age group below 35 years. Also, there are slightly more male than female O2 customers, and a high percentage of online gamers. This shaped the idea to use a game for emphasising O2’s USP.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The online fun spread practically on its own. In the first week, more than 2,000 people went on a monster-hunt. On average, each player played the game 5 times. And there were really ambitious ones who played more then 800 times! The game prepared the stage for the offer and made sure that the sales volume went up 16%. It not only helped selling the contract based USB-modems but also the prepaid ones. Since the first flight of the game from September 16th until December 17th was so successful, a second flight was launched on January 18th lasting until March 31st.