Staging and cross-media networking of the key visual of o2 (air bubbles) in an unexpected and attention-grabbing fashion in all relevant German media. At the same time as integrating consistent content in all media, use was made of special advertising forms and premium placements to reflect the innovative character of o2.

Unconventional, innovative measures and a high level of advertising pressure over a short period of time are making o2 the talk of the town.