Oxygen signs “For a better future. Together” – the campaign that unites the power of Vodafone and Telekom networks
Oxygen signs the campaign “For a better future. Together” for Vodafone, a very special communication project on the Romanian market, which celebrates a historic moment: Vodafone’s takeover of the Telekom subscription customer portfolio, both in the consumer and business segments. At the same time, the campaign reflects the joining of forces of the two companies, to offer customers a better network, cutting-edge technology and a superior experience.
The united power of the Vodafone and Telekom networks means higher speed, extended coverage and increased quality for customers. For the agency team and for the two brands, it meant an essential challenge, that of giving a visible form to this integration, to build emotion by uniting the two networks and to transform, in a memorable way, the idea of a common force that grows together.
The answer came in the form of a simple but powerful metaphor, to illustrate the union of two top telecommunications companies to offer Romanians a better future, together. The campaign brings to the fore two children – a personification of the two networks – who discover that any drawing made with chalk, together, comes to life. From this moment on, the two, guided by trust and optimism, begin to observe the needs of those around them and, through technology and connectivity, create solutions to change the lives of people and businesses for the better, transforming collaboration into a real direction of progress.
“How do you tell the story of a new beginning, when two brands choose to join forces? By creating a story about trust, vision and the courage to build a better future together. This is the essence of our campaign: a story about unity and progress, in which the power of networks, teams and expertise combined is transformed into more for the people and companies of Romania: a mobile network at the highest standards, with higher speeds, superior quality and extended coverage.” – Ruxandra Rău, Brand & Marketing Communication Director, Vodafone Romania
“Some trains come to the advertising station only once. If you are lucky enough to recognize such a unicorn train, with or without a ticket, you get on it, because you will never see another like it again. This campaign was such a unicorn train: a once-in-a-lifetime brief. And I am extremely happy that it found me on the platform alongside a wonderful team − agency, client and production − with whom we managed to find an inspired concept and bring it to life in a spectacular way.” – Andreas Aron, Group Creative Director, Oxygen
“For a better future. Together” is a campaign that celebrates this historic moment, generated by the takeover of Telekom by Vodafone, and about how real progress occurs when resources, vision and technology come together to create long-term value. The project benefits from 360° communication, with executions on TV, radio, digital, social media, cinema, outdoor and retail.
Oxygen’s campaign team:
Cosmin Baba − Creative Director, Andreas Aron − Group Creative Director, Viorel Holovach – Art Director, Vlad Pașca – Art Director, Valentina Marcov – Copywriter, Elis Iaia – Strategic Director, Madi Cernat − Group Account Director, Alina Mărgărit − Account Director, Bianca Bașturea − Account Coordinator, Ana Drăgoi − Social Media Manager, Tamara Calotescu − Social Media Coordinator
Vodafone’s campaign team:
Ruxandra Rău – Director Brand & Marketing Communication, Georgiana Eftimie – Senior Brand Manager, Ionela Grigore – Brand & Communications Manager Business Segment
About Oxygen
With offices in Bucharest, Cluj-Napoca and Athens and a team of over 100 professionals, Oxygen is one of the largest independent advertising and integrated communication agencies in Romania. With almost 20 years of experience and an extensive portfolio of local and international clients, Oxygen has the mission to support the sustainable growth of brands and businesses through creativity, strategy and integrated campaigns focused on results. The client portfolio brings together companies such as: Vodafone, Anytime, BYD, PPC, Metlen Group, Globalworth, BEKO Romania, Avon, STRABAG, Băneasa Shopping City, Olympus, Betano, Garanti BBVA, VEKA Romania, Selgros, Xiaomi, Antenna Group and Hesburger.