otelo banks on orchestrated communication

otelo banks on orchestrated communication

The campaign developed by Scholz & Friends with the slogan of “otelo macht Schluss mit Entweder-Oder” (otelo says no more either/or) is now everywhere you look: starting tomorrow the new otelo spots will be airing on TV. A comprehensive range of media activation will accompany it to reach the target group online via awareness and performance banners on high-profile, target-group-relevant websites as well as in print.

In late April, two 15-second ads launched the first phase of the new otelo brand campaign. Now, phase two is to follow and make the break with learned mobile communications norms concrete: in the new 30-second ads, you see trendy metropolitans masterfully combining things that are seemingly impossible, such as sweet and salty or having a child and a career, and getting everything they want from life. The motifs as well are a demonstration of urban casualness and daring to be different in a familiar black-and-white look. These can be seen starting immediately in print ads as well as online in awareness and performance banners. otelo is presenting itself as a challenger that is breaking with the traditional norms of the mobile communications sector – and launching its perspective comprehensively on all channels. For customers, this means high quality at low prices, making otelo still the mobile communications provider “für alle, die alles wollen” (For those who want it all).

“otelo is an ambitious brand that supplies a top-class mobile communications experience for all. With the lead slogan of ‘no more either/or’ we are announcing the second phase of the campaign and making it clear that otelo has the courage to break with convention and ring in a new era of telecommunications. This positions otelo as a challenger and pioneer on the mobile communications market,” explains Constantin Dudzik, Managing Director Strategy at Scholz & Friends Berlin, regarding the campaign.

Scholz & Friends has been working with otelo since the summer of 2015. Under the guiding principle of “Für alle, die alles wollen” (For those who want it all), the agency developed a new brand presence with a high-quality look & feel. The brand now features impressive black-and-white images with strong characters and proves that an entry-level brand need not always be loud and chaotic, but can also be stylish and high class.


Client: otelo / Vodafone Deutschland GmbH
Managing Director: Marcello Maggioni
Director otelo & Branded Reselling: Claus Jepp
Head of Marketing otelo & Branded Reselling: Boris Hüsgen
Group Leader Marketing & Brand Strategy otelo: Julian Lennertz
Senior Marketing Manger PR & Content: Yasmin Heine
Agency: Scholz & Friends Berlin GmbH
Managing Directors: Constantin Dudzik, Robert Krause, Joachim Stürken
Strategy: Kilian Kapfer
Text/Artwork: Jörg Waschescio, Marc Ebenwaldner, Andrea Senzel, Iris Gavric, Agnieszka Kalwak, Lena Klockenbring
Film, radio, TV: Daniel Klessing
Account management: Dirk Walendy
TV producer: Nele Siegl

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