O2: The Forgotten day of Freedom

O2, a telecommunications services provider, reached people across the Czech Republic and Slovakia by showing them how lucky they are to have the freedom that they do, increasing the brand's attribute of fighting for freedom in the telco market.

Challenge, context & objectives

The story of a fair challenger

11 years ago, O2 Slovakia entered the telco market ruled by 2 big mainstream operators – Slovak Telekom and Orange. From the beginning on, it occupied the challenger position, challenging old fashioned telco products and communication, introducing second tariffs for calls and fighting for fairness and freedom, against unfair commitments and fees, non transparent customer conditions.

Freedom without commitments and barriers – Only in O2 you could be free, without a commitment and pay just for what you really spent. All products, communication and the whole brand were built on...

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