o2 can do
Winner
Excellent Brands
Telecommunications & IT
Credits
Company / Customer
Designer
Details
o2 is back: following a successful turnaround, we want to rebuild trust in a saturated market and clearly differentiate ourselves. Our aim is to turn o2 into a super brand. To this end, we’ve developed a new brand platform through which we orchestrate all activities. Front and centre: the slogan can do. It represents an optimistic attitude, an anchor for our actions – for a holistic, consistent brand experience. And above all, a realisation: can do helps you forge ahead against all the odds.
The Jury‘s Statement
o2 has not only asserted itself in the highly competitive market for telecommunications and IT, but has also clearly differentiated itself. With the introduction of the new brand platform and the central claim "can do" as an expression of an optimistic attitude, o2 is focussing on a holistic and consistent brand experience. This approach, which emphasises ability over restraint, has set o2 on the path to becoming a superbrand. An impressive achievement that shows how a strong, positive message can build trust and anchor the brand in people's minds.
