The Visible Net: Serviceplan Bubble Makes O₂ 5G Network Visible in Spectacular Fashion

Phone networks are there for us every day. However, we can’t see them. Until now. In an extraordinary 360-degree campaign, O₂ and Serviceplan Bubble make the power of 5G visible for the first time – with the aid of special technology that translates the network’s strength into light signals. The campaign is currently on air on TV, online, in print, out of home and of course in various social channels.

The O₂ network has won multiple awards. The technology magazine connect has once again rated the O₂ network “very good” in its major independent network test. According to Opensignal, it’s also the 5G network with the fastest download speed. With ‘The Visible Net’ campaign of O₂ and Serviceplan Bubble, it can now also be experienced visually.
To achieve this, innovative technology was combined with artistic skills. As a first step, the O₂ network signal was measured in various locations in Germany. Then, the data was transmitted to an LED bar hanging underneath a drone which converts the data into light impulses. The stronger the network signal, the brighter the light. With the aid of long exposure, photographer Kai-Uwe Gundlach was able to create a visible network from the light patterns of the LED bar. Director Mau Morgó was responsible for the film. The whole production was handled by BWGTBLD from Berlin.

With a 60-second TVC and cinema spot, eleven different images in print, OOH, DOOH and on mega blow-ups, the O2 brand ignites the second step of its countrywide network campaign. On social media, a behind-the-scenes film accompanies the extensive communication measures. Just like various other social assets. Click here for TVC, and here for the behind-the-scenes film.

Wolfgang Metze, Chief Consumer Officer of Telefónica Deutschland/O₂ comments: “I am very proud that today we are able to offer our customers a very good network experience: only a few days ago our O₂ network, for the second time, was awarded the mark “very good” in the important connect network test. Opensignal has also named the O₂ 5G network as the network with the fasted download speed in the competition. For us, this is the perfect occasion to now continue the O₂ network offensive with 5G after our very successful 4G campaign. ‘The Visible Net’ also creates new creative standards and will further strengthen our core brand O₂.“

Michael Falkensteiner, Director of Brand & Marketing Communications Telefónica Deutschland/O₂ says: “In May we started our network campaign ‘Welcome to the very good network of O₂’ and ran it via all channels very successfully until the end of November. I am pleased that we are now seamlessly following this up with attention-grabbing communication measures around 5G. ‘The Visible Net’ stands out through its strong creative performance and combines technology and art in a spectacular way. Thus the campaign for O₂ marks a new milestone on the path to a superbrand.”

Leif Johannsen and Patrick Matthiensen, Managing Partners Creation at Serviceplan Bubble, explain: “Communication providers like to talk about their 5G network. Yet very few people can grasp what it means. To create clarity and to make the incomprehensible comprehensible, we go the crucial extra mile in our communication: We make O₂’s outstanding 5G network visible for the first time.”