Our work for O2 Ireland

O2 Ireland: 3G licence bid

12 November 2002

Communicating a new brand, and values of openness and transparency, were fundamental to O2's third generation licence bid. A striking and impactful briefcase, hand-made from translucent perspex, created tangible realisation of 02's values.

Background
Mobile operator Digifone rebranded to O2 in Summer 2002. During the rebranding period O2 submitted its application to the Office of the Director of Telecommunications Regulation (ODTR) for a licence to provide a third-generation (3G) mobile phone service in Ireland. We were commissioned to design and manage the application document for this licence. There were two main issues: how best to communicate the sensitive information in the licence application and how to create a unique delivery method to maximise visual impact on the day of submission. We worked with the internal O2 application team and with a London-based publisher, who would produce and print the document. O2 needed to introduce its new brand and its values to its target audience (primarily ODTR). O2's long-term aim is to be 3G brand of choice and to provide unrivalled mobile service in Ireland. This requires the development of a fulfilment and benefit based customer relationship. Therefore, O2's 3G licence application was created with the customer firmly in mind.

Creative solution
Our concept was based on introducing the new brand and welcoming the audience to O2. We combined clear typography with O2's brand imagery - bubbles photographed in water - onto which we superimposed people of all ages using 3G technology. This recognised that O2's 3G offer will be aimed at all segments of society. The strapline 'welcome to O2' was the focal element of the document, with keywords such as bold, open, trusted and clear used to reinforce O2's core brand values. Type, colour and imagery worked in harmony to establish brand character and to emphasise the fact that O2's 3G licence bid centred on customer experience.

Clear identification of each section within the document was vital. With up to six potential licence bids, it was crucial that ODTR could find specific information within the document quickly and efficiently. A slip case was constructed to house the document in a neat and easily accessible way.
The delivery method was critical to success. Submission day provided media and PR opportunities for O2. The presentation of the application had to add value on that day - reflecting how O2 had approached and compiled its licence bid. So we designed a clear briefcase constructed from a durable transparent perspex by Shane Holland Studios. This housed and displayed the licence bid. It allowed a preview of the application document and created a tangible realisation of O2's brand values of openness and clarity.

Results
O2 was awarded a 3G 'B' licence in August 2002. This licence covers the country's five major cities, or around 53% of the population. In winning this 'B' licence, O2 ensures it will remain one of the leading mobile service operators in Ireland. 'Submission of the 3G licence bid was essentially the first public outing for the O2 brand in Ireland. Providing a preface for the pending consumer launch, we required a design concept which accurately reflected the O2 brand values and personality, but one which also demonstrated our commitment to network quality and rollout. BFK successfully delivered on all counts. Design and production of the translucent briefcase also ensured that we received branded media coverage on the submission date itself.' - Mark Lee, Sponsorship and Brand PR Manager, 02