o2, Germany’s largest mobile telecommunications provider, has recently changed their positioning from ‘challenging users to try out new technologies’, to ‘being the people’s trusted partner in digital life by looking at technology through their eyes’.

Our goal was to establish this new positioning by making customers feel the change. This is why we decided to develop a unique telecommunication plan to fix an actual social problem.

In spring 2016 the Happy Mom Deal was introduced to o2 customers on the corporate website. The phone plan itself was available on a special Happy Mom microsite that allowed users to configure and set up the deal on their smartphones in a matter of a few clicks.