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快乐妈妈处理/打电话给妈妈。省钱。
案例简介：概要 德国最大的移动电信提供商 o2 最近改变了定位，从 “挑战用户到尝试新技术”, “通过他们的眼睛看待技术，成为人们在数字生活中值得信赖的合作伙伴”。我们的目标是通过让客户感受到变化来建立这个新的定位。这就是为什么我们决定制定一个独特的电信计划来解决一个实际的社会问题。 战略 在德国，超过 4800万人是 o2/Telefonica 的客户，其中大约 1200万是父母，所以我们选择他们作为我们的主要目标群体。但是由于最终会有孩子从快乐妈妈的交易中受益，我们把他们作为次要的目标群体。加强德国家庭内部的联系是改善新 o2 定位的完美策略。快乐妈妈交易向父母和孩子表明，o2 不仅理解人们正在处理的问题，还采取行动帮助解决这些问题。 活动描述 在研究我们客户的社会生活时，我们遇到了一个非常重要的问题: 每年大约 1/2 德国年轻人搬出父母的家，开始更独立的生活。被所有新的挑战和机遇淹没，许多人忘记了一件非常重要的事情: 偶尔打电话回家。为了解决这个沟通问题，o2 方式，我们想出了一个独特的解决方案: 快乐妈妈交易。这个特殊的移动计划是父母给他们的孩子的完美礼物，当他们搬出去开始他们的成人生活时。快乐妈妈协议允许以父母为代价的无限制的电话和数据，但前提是孩子定期与他们联系。如果孩子们忘记打电话回家，他们会暂时不打电话给任何人，因为服务将被暂时停用。 结果 自从《快乐妈妈》发行以来，它已经在德国引发了无数家庭之间的对话，向他们展示了当你少担心多说话时，生活会变得更好。令人印象深刻的 5.543.670 分钟的孩子和父母之间的电话已经在快乐妈妈的帮助下完成了。每一分钟的快乐聊天都有助于提高整体的积极品牌意识。此外，这笔交易证明了我们的新品牌定位，向客户展示 o2 不仅仅是另一个电信提供商，也是数字和现实生活中值得信赖的伴侣。 相关性 尽管移动计划与客户有直接联系，但它们通常是由电信公司创建的，作为对整体财务可能性或数据使用的回应，并且通常是非个人化的。快乐妈妈交易是一个独特的移动计划，旨在成为新 o2 定位的第一个证明: 作为数字世界中值得信赖的合作伙伴，陪伴人们, 始终关注他们的需求和感受。 执行 在春天 2016，快乐妈妈交易在公司网站上被介绍给 o2 客户。手机计划本身可以在一个特殊的快乐妈妈微型网站上获得，该网站允许用户只需点击几下鼠标就可以在智能手机上配置和设置交易。
快乐妈妈处理/打电话给妈妈。省钱。
案例简介：Synopsis 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. Strategy Over 48 million people in Germany are o2/Telefonica customers and about 12 million of them are parents, so we chose them as our main target group. But since at the end of the day there are children who benefit from the Happy Mom Deal, we keep them as a secondary target group. Strengthening the connection within families across Germany is the perfect strategy to improve the new o2 positioning. The Happy Mom Deal demonstrates to parents and children that o2 not only understands the issues that people are dealing with, but takes action in helping to solve them. Campaign Description While studying the social life of our customers we came across one very important issue: every year about 1/2 million young people in Germany move out of their parents’ home to start a more independent life. Overwhelmed by all the new challenges and opportunities many of them forget one very important thing: to call home once in a while. To solve this communication problem, the o2 way, we came up with a unique solution: The Happy Mom Deal. This special mobile plan is the perfect gift from parents to their children, when they move out to start their adult lives. The Happy Mom Deal allows unlimited calls and data at the expense of the parents, but only if the children get in touch with them regularly. If kids forget to call home, they’ll call no one for a while, because service will be temporarily deactivated. Outcome Since it was launched the Happy Mom Deal already sparked countless conversations between families across Germany showing them that life is better, when you worry less and talk more. An impressive 5.543.670 minutes of calls between children and parents were made with the help of the Happy Mom Deal already. And every single minute of happy chat is contributing to an increasing overall positive brand awareness. Furthermore, the deal proved our new brand positioning by showing customers that o2 is not just another telecommunication provider but a trusted companion in both digital and real life. Relevancy Despite being their direct connection to the customer, mobile plans are usually created by telecommunication companies as a response to overall financial possibilities or data usage and are typically quite impersonal. The Happy Mom Deal is a unique mobile plan created to be one of the first proofs of the new o2 positioning: to accompany people as a trusted partner in the digital world, always keeping their needs and feelings in focus. Execution 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.
The Happy Mom Deal / Call Mommy. Save Money.
案例简介：概要 德国最大的移动电信提供商 o2 最近改变了定位，从 “挑战用户到尝试新技术”, “通过他们的眼睛看待技术，成为人们在数字生活中值得信赖的合作伙伴”。我们的目标是通过让客户感受到变化来建立这个新的定位。这就是为什么我们决定制定一个独特的电信计划来解决一个实际的社会问题。 战略 在德国，超过 4800万人是 o2/Telefonica 的客户，其中大约 1200万是父母，所以我们选择他们作为我们的主要目标群体。但是由于最终会有孩子从快乐妈妈的交易中受益，我们把他们作为次要的目标群体。加强德国家庭内部的联系是改善新 o2 定位的完美策略。快乐妈妈交易向父母和孩子表明，o2 不仅理解人们正在处理的问题，还采取行动帮助解决这些问题。 活动描述 在研究我们客户的社会生活时，我们遇到了一个非常重要的问题: 每年大约 1/2 德国年轻人搬出父母的家，开始更独立的生活。被所有新的挑战和机遇淹没，许多人忘记了一件非常重要的事情: 偶尔打电话回家。为了解决这个沟通问题，o2 方式，我们想出了一个独特的解决方案: 快乐妈妈交易。这个特殊的移动计划是父母给他们的孩子的完美礼物，当他们搬出去开始他们的成人生活时。快乐妈妈协议允许以父母为代价的无限制的电话和数据，但前提是孩子定期与他们联系。如果孩子们忘记打电话回家，他们会暂时不打电话给任何人，因为服务将被暂时停用。 结果 自从《快乐妈妈》发行以来，它已经在德国引发了无数家庭之间的对话，向他们展示了当你少担心多说话时，生活会变得更好。令人印象深刻的 5.543.670 分钟的孩子和父母之间的电话已经在快乐妈妈的帮助下完成了。每一分钟的快乐聊天都有助于提高整体的积极品牌意识。此外，这笔交易证明了我们的新品牌定位，向客户展示 o2 不仅仅是另一个电信提供商，也是数字和现实生活中值得信赖的伴侣。 相关性 尽管移动计划与客户有直接联系，但它们通常是由电信公司创建的，作为对整体财务可能性或数据使用的回应，并且通常是非个人化的。快乐妈妈交易是一个独特的移动计划，旨在成为新 o2 定位的第一个证明: 作为数字世界中值得信赖的合作伙伴，陪伴人们, 始终关注他们的需求和感受。 执行 在春天 2016，快乐妈妈交易在公司网站上被介绍给 o2 客户。手机计划本身可以在一个特殊的快乐妈妈微型网站上获得，该网站允许用户只需点击几下鼠标就可以在智能手机上配置和设置交易。
The Happy Mom Deal / Call Mommy. Save Money.
案例简介：Synopsis 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. Strategy Over 48 million people in Germany are o2/Telefonica customers and about 12 million of them are parents, so we chose them as our main target group. But since at the end of the day there are children who benefit from the Happy Mom Deal, we keep them as a secondary target group. Strengthening the connection within families across Germany is the perfect strategy to improve the new o2 positioning. The Happy Mom Deal demonstrates to parents and children that o2 not only understands the issues that people are dealing with, but takes action in helping to solve them. Campaign Description While studying the social life of our customers we came across one very important issue: every year about 1/2 million young people in Germany move out of their parents’ home to start a more independent life. Overwhelmed by all the new challenges and opportunities many of them forget one very important thing: to call home once in a while. To solve this communication problem, the o2 way, we came up with a unique solution: The Happy Mom Deal. This special mobile plan is the perfect gift from parents to their children, when they move out to start their adult lives. The Happy Mom Deal allows unlimited calls and data at the expense of the parents, but only if the children get in touch with them regularly. If kids forget to call home, they’ll call no one for a while, because service will be temporarily deactivated. Outcome Since it was launched the Happy Mom Deal already sparked countless conversations between families across Germany showing them that life is better, when you worry less and talk more. An impressive 5.543.670 minutes of calls between children and parents were made with the help of the Happy Mom Deal already. And every single minute of happy chat is contributing to an increasing overall positive brand awareness. Furthermore, the deal proved our new brand positioning by showing customers that o2 is not just another telecommunication provider but a trusted companion in both digital and real life. Relevancy Despite being their direct connection to the customer, mobile plans are usually created by telecommunication companies as a response to overall financial possibilities or data usage and are typically quite impersonal. The Happy Mom Deal is a unique mobile plan created to be one of the first proofs of the new o2 positioning: to accompany people as a trusted partner in the digital world, always keeping their needs and feelings in focus. Execution 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.
快乐妈妈处理/打电话给妈妈。省钱。
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The Happy Mom Deal / Call Mommy. Save Money.
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