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ANDY Awards

Creative Award
New York, United States
Telefónica Germany / o2 Deutschland - "The Visible Net POS & Social Media" by ANDY Awards 2022

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TitleThe Visible Net POS & Social Media
Agency
Campaign The Visible Net
Advertiser O2 - Telefónica Germany Gmbh & Co.
Brand Telefónica Germany / o2 Deutschland
Date of First Broadcast/Publication 2021 / 12
Business Sector Telecommunications Services
Story It has never been harder to convince people. No matter if it’s news, science or marketing, people have a hard time believing what they are told. This is a problem. Especially for telco providers when they want to communicate their most precious asset: their network. The communication relies heavily on proofs, tests and awards – and the belief of the people in it. That’s why we went one step further. And made the invisible visible. To give people the best quality proof ever. Introducing: “The visible net”. The world’s first 5G network made visible. A unique data visualization campaign that unifies real network data, cutting-edge technology and photography. And that turns 5G into art. Data Driven Strategy: We went to various locations all across Germany and measured our 5G network using network analysis apps. A transmitter sent the raw data to a computer, where an algorithm translated the network data into light. The light data was then transmitted to a control box attached to a 10-meter LED pole hanging underneath a heavy-duty drone. The better the net, the more LEDs were activated. Creative Use of Data: To make our 5G net visible, the drone flew artistic flight paths. Using long exposure technique, famous photographer Kai-Uwe-Gundlach was able to capture these paths – and create unique photo motifs showing our 5G network. The campaign was visible everywhere in Germany. On posters, magazines and social media. On TV and at the point of sale. It reached all targets groups on all relevant channels. Creating a reach of almost 700 million, 71 million online impressions and over 285,000 link clicks within the first month. And delivering the most striking proof of how good our 5G network is. By letting people see it with their own eyes.
Philosophy 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.
Media Type Case Study
AI Description The advertising campaign 'The Visible Net POS & Social Media' by Telefónica Germany / o2 Deutschland showcases the groundbreaking initiative of making the invisible 5G network visible. This was achieved using advanced technology where drones equipped with 10-meter LED poles translated real network data into visible light. The campaign highlights the network quality by capturing these lights through long-exposure photography, turning the network's signal strength into stunning visual art. The integrated campaign spread across multiple platforms, including social media, posters, TV, and points of sale, reaching millions and effectively engaging diverse audiences. It features influencers and multiple social media apps showcasing the compelling visualization of the 5G network, proving the network's strength with a unique artistic flair. This effort not only demonstrates the capability and reliability of Telefónica's network but also emphasizes innovation and creativity in communication technology.
Studio Gundlach Kai-Uwe Gundlach, Photographer
Pirates 'N Paradise Anne Reiners, Producer
Pirates 'N Paradise Benjamin Kempe, Senior Editor/Motion GFX
Havas Media Germany Michael Sack, Account Director
Havas Media Germany Freya Strohmeier, Group Head
Havas Media Germany Marina Größl, Consultant Omnichannel
Havas Media Germany Jacqueline Roth, Consultant
Intermate Media Elisa Antonia Schrader, Senior Project Managerin
Intermate Media Finja Grieme, Project Manager