O2: Duck hunting with Coca-Cola

This case study describes how O2, the mobile phone network, targeted the youth of the Czech Republic through a joint promotion with Coca-Cola, the beverage brand.

O2: Duck hunting with Coca-Cola

Ogilvy & Mather Group/Ogilvy One

Background

Telefónica Czech Republic (TO2) is one of the 3 telecommunications companies in the Czech Republic (main competitors are T-Mobile and Vodafone).

TO2 wanted to increase its awareness in the youth segment and attract new customers. At the same time, it wanted to confirm its dominance and technological innovation of services and still be perceived as the leading telecommunications company.

TO2 decided to implement a joint promotion with the most famous manufacturer of soft drinks in the world – Coca-Cola. The promotion ran from July to September 2012 and when...

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